What Jewelers Can Take Away From Pinterest’s Holiday Playbook

By Brittany Siminitz | August 07, 2026

The holiday season starts now—or at least, that’s what Pinterest wants retailers to take to heart.

In a recent guide for businesses preparing for the busy shopping season, the platform maintains that waiting until November to roll out holiday marketing is already too late.

“Your customers aren’t waiting—and you can’t afford to either,” Pinterest said in its holiday guide for businesses. “They’ve been planning for months, comparing options, saving ideas and forming opinions long before your first festive ad goes live. If you wait until November to show up, most festive decisions have already been made.”

With retailers unveiling holiday merchandise earlier every year and social commerce continuing to accelerate the shopping cycle, the advice isn’t entirely surprising. Even consumers who aren’t actively buying are already collecting ideas—especially on Pinterest, where users tend to search for inspiration weeks or even months before making a purchase.

While Pinterest’s guide is largely platform-specific, its biggest lesson applies well beyond the app: Holiday marketing should begin long before the holidays themselves. For jewelers, that doesn’t mean rolling out Black Friday promotions in August. It means inspiring customers before they’re ready to buy. Gift guides, holiday proposal ideas, anniversary inspiration, wish lists, and curated collections (e.g., “Gifts Under $500”) all help retailers become part of a shopper’s consideration set before purchasing decisions are made.

For jewelers who do plan to invest time or advertising dollars on Pinterest, one of the biggest mistakes is treating it like Instagram. Unlike Instagram’s fast-moving feed, Pinterest functions more like a visual search engine, where content can continue driving traffic for weeks—or even months—after it’s published. A Pin created in August can still surface during peak holiday shopping, making evergreen content far more valuable than posts tied to a single day or promotion.

That longer shelf life also means thinking beyond Christmas. Consumers search Pinterest by occasion as much as by holiday—making proposals, anniversary gifts, New Year’s celebrations, milestone birthdays, and winter weddings all worthwhile themes to build into a content strategy.

Pinterest isn’t designed for daily engagement or viral moments—it’s built around discovery and planning. Whether retailers use the platform or not, that’s perhaps the most valuable takeaway from its holiday guide. In an increasingly crowded digital landscape, the content that performs best isn’t always the newest. It’s the content shoppers are still searching for when they’re finally ready to buy.

(Image via Pinterest)