The holiday season has always been the biggest moment of the year for marketers—but 2025 raises the stakes. Shoppers are more selective about where they spend. Ad costs are rising across every platform. And last year’s playbook of churning out more content won’t cut it anymore. This year, the key isn’t just creating—it’s curating. The brands that win will be the ones who bring together products, ideas, and inspiration into thoughtful collections that meet shoppers where they are. And nowhere is that strategy more powerful than on Pinterest.
Why Curation Beats Creation This Holiday Season
The holidays are overwhelming—for shoppers and brands alike. People don’t want endless new posts clogging their feeds. They want solutions: clear gift guides, easy inspiration, and products that fit seamlessly into their lives.
That’s where curation shines. By gathering the right mix of products and pairing them with inspiring visuals, you create a sense of trust and authority. It shows your audience you understand what they’re looking for—whether that’s stocking stuffers under $25, cozy home décor ideas, or a ready-to-go holiday party outfit.
Curation doesn’t just make life easier for your audience. It also gives your brand an edge in a crowded marketplace by making your products part of a bigger story.
Pinterest: The Holiday Season’s Secret Weapon
Pinterest is built for moments like this. It’s not just a social platform—it’s a planning platform where people come with high intent. And during the holidays, that intent skyrockets.
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41% of Pinners start making holiday lists as early as October.
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They spend 30% more on holiday purchases than non-Pinners.
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With 570+ million monthly users, the reach and opportunity are massive.
What sets Pinterest apart is that users come looking for ideas. They’re not scrolling to be entertained—they’re searching to be inspired and to buy. That makes it the ideal place to put curated gift guides, product collections, and seasonal campaigns in front of an audience that’s already ready to shop.
Building a Holiday Strategy That Works
So how do you build a Pinterest strategy that leans into curation?
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Start early. Shoppers are already planning by October. Launch your content before the season hits full swing.
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Curate smartly. Think themed boards: “Holiday Hosting Must-Haves,” “Gifts Under $50,” or “Winter Style Staples.”
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Leverage tools. Use Pinterest ads, product catalogs, and shopping features to surface your curated picks.
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Keep it fresh. Update weekly with new products and seasonal trends to stay relevant all season long.
The more intentional your boards and ads, the more you’ll connect with an audience actively seeking ideas.
Campaign Tactics to Maximize Results
Pinterest campaigns don’t just drive inspiration—they drive action. Structure your ads to move people through the funnel:
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Awareness: Inspire early planners with aspirational boards and broad targeting.
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Consideration: Serve curated lists, bundles, and guides to those who engage.
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Conversion: Retarget with specific product pins and offers to close the sale.
And don’t stop on December 26. January brings opportunities for curated “New Year, New You” campaigns—helping you extend ROI into 2026.
Lower Funnel Recommendations: Turning Browsers Into Buyers
Curated content isn’t only for inspiration. It can drive direct sales. Here’s how:
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Highlight bundles and best-sellers that make gift-giving easy.
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Create exclusive holiday collections to spark urgency.
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Retarget users with product pins from boards they’ve already viewed.
The key is momentum. Once shoppers are inspired, your curated collections should make the path to purchase seamless.
Inspiration from Brands Who Got It Right
Successful brands on Pinterest don’t just showcase products—they show how those products fit into holiday life. Think: a skincare company building “Self-Care Gift Guides,” or a kitchenware brand curating “Holiday Hosting Essentials.”
The takeaway? Curation transforms your products into solutions, and solutions sell.
Wrapping It Up: Why Curation + Pinterest = Holiday Success
The 2025 holiday season is about more than just more content. It’s about smarter content—content that inspires, solves problems, and makes decision-making easy. That’s why curation is the future, and Pinterest is where it comes to life.
With millions of planners, higher spending habits, and built-in tools for discovery, Pinterest is the place to make your holiday campaigns count.
Start now, start curating, and give your audience the inspiration they’re already searching for. This holiday season, don’t just show up in the feed—show up where decisions are made. Not sure exactly how? Join our community on Facebook to ask questions, see what others are doing, and learn from the best in the business by attending our (always free) live events.