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Brief Published: 3 Dec 2012

Retailers Pin Christmas Inspiration


Homeware retailer Pottery Barn and fashion brand Anthropologie have both created festive-themed mood boards on photo-sharing platform Pinterest in a bid to plant themselves in the forefront of Christmas shoppers’ minds.

The two retailers join a list of not-for-profit organisations, celebrities and magazines on Pinterest’s 30 Days of Pinspiration page.

Mapped out like an advent calendar, each participant occupies one day on the board. Clicking on one of the days takes viewers through to the contributor’s special Pinterest page – where they have collated their favourite festive images.

Pottery Barn has opted for a ‘nostalgic Christmas’ theme with a craft and interior design slant – pinning beautifully wrapped gifts, snow-covered landscapes and tips for decorating Christmas trees. Anthropologie’s pin-page features shots of stylish women, accessories, festive food and quirky gift ideas.

Both retailers have sourced images that fit their brand aesthetics, stealthily placing only a handful of shots of their own products among atmospheric non-commercial images. The aim is to break away from the hard sell, using a subtler approach to win the hearts and minds of intrigued social media consumers.

Only the first nine days have been revealed so far, with coffee chain Starbucks and the US Marine Corps among those set to reveal their Pinspiration boards as the month continues.

Although Pinterest is still not currently transactional, these digital mood boards are a canny marketing exercise to promote brands as a source for original gifts, at the start of the Christmas shopping period.

For more on how brands are harnessing the popularity and influence of visual social media sites, see Curation and the Tastegraph.