As the holiday season winds down, many marketers start planning for the year ahead — but Pinterest says there’s still a crucial window brands shouldn’t overlook: the week between Christmas and New Year’s Day, often called “Q5” in marketing circles. During this period, Pinterest sees some of its highest search activity of the year, offering a unique opportunity to engage consumers while they’re still in a discovery and buying mindset. About 55% of weekly Pinterest users continue shopping online, and 45% shop in physical stores, meaning this post-holiday stretch can serve as a valuable extension of your seasonal campaigns.
Unlike the core gift-giving season, Q5 behavior on Pinterest shifts toward searches that support gatherings and personal enjoyment rather than traditional gift hunting. People are looking for inspiration that enhances their holiday downtime — from food and drinks ideas to fashion that fits New Year’s celebrations. For example, searches for “new year’s cocktails” can surge nearly 10×, while “NYE casual outfit” queries can jump 30×, signaling strong interest in lifestyle-focused content that brands can tap into.
Beyond parties and celebrations, many Pinterest users also switch into self-care and treat-yourself mode during Q5. Categories like health and beauty see notable increases in interest, with searches for clear skin tips, detox baths, and body oils rising significantly as people prioritize wellness and personal indulgence after the holiday rush. This trend opens the door for brands in beauty, wellness, and related sectors to showcase products that align with these self-focused moments.
Pinterest also highlights a strong interest in planning and goal-setting around this time of year. Pinners are 2.4× more likely to set New Year’s resolutions compared to non-users, turning the platform into a planning hub for lifestyle improvements and aspirations. Searches related to budgeting, personal finance, home organization, and similar planning categories surge, giving marketers a chance to tie their messaging into posts that help users prepare for meaningful life changes.
For brands looking to maximize the impact of their post-holiday efforts, Pinterest’s Q5 insights reveal where user attention is shifting and how to align your content strategy accordingly. By focusing on lifestyle inspiration, self-care trends, and aspirational planning, you can extend your seasonal relevance and connect with audiences at a moment when they’re still actively searching and planning for the months ahead.
