Pinterest

planning calendar

Plan to reach your audiences

at the best times with the best content

70%

Using Pinner signals, we identified 6 important categories

prevalent for most events and holidays

of Pinners take action on Pins1

2x
Pinners are 2x more likely to
celebrate events compared to
general population2

Gifts

Decor & party

Fashion

Kids & parenting

Food & drink

Hair & beauty

45%

of Pinners plan for holidays at

least 60 days out (21% higher
than general population) 2

Source: Millward Brown Pinterest Study1 | Pinterest Event Planning, Jan 20162

Pinterests planning cycle is

typically 2 - 4 months long
75%
25%
of all Pinning happens in the
2-4 months range for all genres but fashion*

Months before event

4 months

2 months

Day of event

*Fashion typically sees 34% of pinning/planning in 2-4 months before the event

Peak activity

January
Golden Globes

Super Bowl

New Years

Valentines Day

Mardi Gras

Decor & party

Food & drink
Fashion
Hair & beauty

Decor & party

Food & drink
Fashion
Hair & beauty

Decor & party

Food & drink
Fashion
Hair & beauty

Gifts
Decor & party
Food & drink
Fashion
Hair & beauty

Food & drink

Fashion

Festival
Season

Spring break &

Summer travel

Fashion
Hair & beauty

Fashion
Kids & parenting
Hair & beauty

Increasing activity

Consider
Consider winter
winter travel:
travel: Pins
Pins focusing
focusing on
on snow
snow trips
trips and
and beaches
beaches

Easter

Prom

March
MarchMadness
Madness

Decor & party

Food & drink
Fashion
Kids & parenting
Hair & beauty

Food & drink

Fashion
Hair & beauty

Decor
& drink
party
Food &
Food & drink

Consider
Consider Spring
Spring cleaning:
cleaning: Pins
Pins focusing
focusing on
on cleaning
cleaning and
and organization
organization ideas
ideas
4

Peak activity

February
Valentines Day

Oscars

Easter

St. Patricks Day

Mardi Gras

March Madness

Gifts
Decor & party
Food & drink
Fashion
Hair & beauty

Decor & party

Food & drink
Fashion
Hair & beauty

Decor & party

Food & drink
Fashion
Kids & parenting
Hair & beauty

Decor & party

Food & drink
Fashion
Hair & beauty

Food & drink

Decor & party

Food & drink

Increasing activity

Consider
Consider Spring
Spring Break:
Break: Pins
Pins focusing
focusing on
on fitness
fitness

Prom

Kentucky Derby

Food & drink

Fashion
Hair & beauty

Food & drink

Fashion

Festival
Kentucky Derby
Season
Food & drink
Fashion
Fashion
Hair & beauty

Summer travel
Travel
Summer
Fashion
Fashion
Kids &
& parenting
parenting
Kids
Hair &
& beauty
beauty
Hair

Consider
Consider outdoor
outdoor fun:
fun: Pins
Pins around
around outdoor
outdoor adventures
adventures &
& plans
plans
5

Peak activity

March
Easter
Decor & party
Food & drink
Fashion
Kids & parenting
Hair & beauty

St. Patricks
Day
Decor & party
Food & drink
Fashion
Hair & beauty

March Madness

Prom

Decor & party

Food & drink

Food & drink

Fashion
Hair & beauty

Kentucky
Derby
Food & drink
Fashion

Spring Break
Fashion
Kids & parenting

Increasing activity

Consider
Consider food
food &
& drink
drink topics
topics for
for Mardi
Mardi Gras:
Gras: Especially
Especially King
King cake
cake and
and Beignet
Beignet bites
bites

Cinco de Mayo

Mothers Day

Memorial Day

Graduation

Decor & party

Food & drink

Gifts
Decor & party
Food & drink

Decor & party

Food & drink

Fashion

Festival
Season
Hair & beauty

July 4th
Decor & party
Food & drink
Hair & beauty
Fashion

Consider
Consider outdoor
outdoor fun:
fun: Pins
Pins focusing
focusing on
on gardening
gardening
6

Peak activity

April
Cinco de Mayo

Mothers Day

Prom

Kentucky Derby

Festival season

Decor & party

Food & drink
Fashion

Gifts
Decor & party
Food & drink

Food & drink

Fashion
Hair & beauty

Food & drink

Fashion

Fashion
Hair & beauty

Increasing activity

Consider festival season Especially Pins focusing on bohemian braids and hippie fashion

July 4th

Memorial Day

Fathers Day

Graduation

Decor & party

Food & drink
Hair & beauty
Fashion

Decor & party

Food & drink

Gifts
Decor & party
Fashion

Gifts
Decor & party
Fashion
Hair & beauty

Consider
Consider weddings:
weddings: Pins
Pins focusing
focusing on
on anything
anything gifts,
gifts, fashion
fashion and
and decor
decor
7

Peak activity

May
Cinco de Mayo

Mothers Day

July 4th

Fathers Day

Memorial Day

Decor & party

Food & drink
Fashion

Gifts
Decor & party
Food & drink

Decor & party

Food & drink
Fashion
Hair & beauty

Gifts
Decor & party
Food & drink
Kids & parenting

Decor & party

Food & drink

Festival
season
Fashion
Hair & beauty

Increasing activity

Consider
Consider Kentucky
Kentucky Derby:
Derby: Especially
Especially Pins
Pins focusing
focusing on
on hats,
hats, cocktails,
cocktails, and
and pie
pie

Back to school

Back to college

Graduation

Kentucky Derby

Summer travel

Decor & party

Food & drink
Fashion
Kids & parenting
Hair & beauty

Decor & party

Food & drink
Fashion
Kids & parenting
Hair & beauty

Gifts
Decor & party
Fashion

Food & drink

Fashion

Fashion
Kids & parenting
Hair & beauty

Consider Summer fashion: Pins focusing on bathing suits and beach fashion
8

Peak activity

June
July 4th

Fathers Day

Graduation

Summer travel

Decor & party

Food & drink
Fashion
Hair & beauty

Gifts
Decor & party
Food & drink
Kids & parenting

Gifts
Decor & party
Fashion

Fashion
Kids & parenting
Hair & beauty

Festival
season
Fashion
Hair & beauty

Increasing activity

Consider
Consider Baby
Baby Shower
Shower ideas:
ideas: Pins
Pins focusing
focusing on
on gifts,
gifts, decor,
decor, fashion,
fashion, hair
hair &
& beauty
beauty

Back to college

Back to school

Decor & party

Food & drink
Fashion
Kids & parenting
Hair & beauty

Decor & party

Fashion
Kids & parenting
Hair & beauty

Consider Back to college: Especially Pins focusing on dorm decor, and packing lists
9

Peak activity

July
July 4th

Back to school

Back to college

Summer travel

Decor & party

Food & drink
Fashion
Hair & beauty

Decor & party

Fashion
Kids & parenting
Hair & beauty

Decor & party

Food & drink
Fashion
Kids & parenting
Hair & beauty

Fashion
Kids & parenting
Hair & beauty

Festival
season
Fashion
Hair & beauty

Increasing activity

Consider
Consider Summer
Summer travel:
travel: Especially
Especially Pins
Pins focusing
focusing on
on summer
summer date
date ideas
ideas &
& the
the perfect
perfect beach
beach house
house

Halloween

Christmas

Decor & party

Food & drink
Fashion
Kids & parenting
Hair & beauty

Gifts
Decor & party
Food & drink
Fashion
Kids & parenting
Hair & beauty

Consider
Consider Halloween:
Halloween: Especially
Especially Pins
Pins focusing
focusing on
on DIY
DIY costumes
costumes
10

Peak activity

August
Back to school

Back to college

Decor & party

Fashion
Kids & parenting
Hair & beauty

Decor & party

Food & drink
Fashion
Kids & parenting
Hair & beauty

Increasing activity

Consider
Consider Back
Back to
to school:
school: Especially
Especially Pins
Pins focusing
focusing on
on weekly
weekly meal
meal planning
planning

Halloween

Thanksgiving

Black Friday

Christmas

Decor & party

Food & drink
Fashion
Kids & parenting
Hair & beauty

Decor & party

Food & drink
Kids & parenting

Gifts
Fashion
Hair & beauty

Gifts
Decor & party
Food & drink
Fashion
Kids & parenting
Hair & beauty

Consider
Consider NFL
NFL &
& NCAA
NCAA football:
football: Pins
Pins focusing
focusing on
on food
food &
& drink,
drink, decor
decor and
and fashion
fashion
11

Peak activity

September
Halloween

Back to school

Back to college

Decor & party

Food & drink
Fashion
Kids & parenting
Hair & beauty

Decor & party

Fashion
Kids & parenting
Hair & beauty

Decor & party

Food & drink
Fashion
Kids & parenting
Hair & beauty

Increasing activity

Consider
Consider Halloween:
Halloween: Especially
Especially Pins
Pins focusing
focusing on
on pumpkin
pumpkin carving
carving

Thanksgiving

Black Friday

Christmas

Decor & party

Food & drink
Kids & parenting

Gifts
Fashion
Hair & beauty

Gifts
Decor & party
Food & drink
Fashion
Kids & parenting
Hair & beauty

Consider
Consider Winter
Winter travel:
travel: Pins
Pins focusing
focusing on
on snow
snow and
and packing
packing lists
lists
12

Peak activity

October
Halloween

Thanksgiving

Black Friday

Christmas

Decor & party

Food & drink
Fashion
Kids & parenting
Hair & beauty

Decor & party

Food & drink
Kids & parenting

Gifts
Fashion
Hair & beauty

Gifts
Decor & party
Food & drink
Fashion
Kids & parenting
Hair & beauty

Increasing activity

Consider
Consider Mardi
Mardi Gras:
Gras: An
An uptick
uptick in
in October
October sees
sees Pins
Pins focusing
focusing on
on southern
southern recipes
recipes and
and wreaths
wreaths

New Years
Decor & party
Food & drink
Fashion
Hair & beauty

Consider
Consider Spring
Spring cleaning:
cleaning: Pins
Pins focusing
focusing on
on decluttering
decluttering
13

Peak activity

November
Thanksgiving

Black Friday

Christmas

Decor & party

Food & drink
Kids & parenting

Gifts
Fashion
Hair & beauty

Gifts
Decor & party
Food & drink
Fashion
Kids & parenting
Hair & beauty

Increasing activity

Consider
Consider Holiday
Holiday travel:
travel: Pins
Pins focusing
focusing on
on beach
beach destinations
destinations

New Years

Valentines Day

Super Bowl

Decor & party

Food & drink
Fashion
Hair & beauty

Gifts
Decor & party
Food & drink
Fashion
Hair & beauty

Decor & party

Food & drink
Fashion
Hair & beauty

Consider
Consider New
New Years:
Years: Especially
Especially Pins
Pins focusing
focusing on
on decor
decor &
& fashion
fashion
14

Peak activity

December
Christmas

New Years

Gifts
Decor & party
Food & drink
Fashion
Kids & parenting
Hair & beauty

Decor & party

Food & drink
Fashion
Hair & beauty

Increasing activity

Consider
Consider flu
flu remedies:
remedies: Pins
Pins focusing
focusing on
on the
the best
best ways
ways to
to stay
stay healthy
healthy or
or kick
kick a
a winter
winter cold
cold or
or flu
flu

Valentines Day

Super
Bowl
Super
Bowl

Mardi Gras

Gifts
Decor & party
Food & drink
Fashion
Hair & beauty

Decor
& party
Decor
& party
Food & drink
Fashion
Hair & beauty

Decor & party

Food & drink
Fashion

Consider
Consider resolutions:
resolutions: Pins
Pins focusing
focusing on
on new
new resolutions
resolutions especially
especially around
around healthy
healthy foods
foods &
& fitness
fitness
15

Topics related by category & volume

Event

Total Pinners

Total Pins

Event

Total Pinners

Total Pins

Golden Globes

2m

4m

Graduation

17m

57m

Super Bowl

17m

59m

Memorial Day

7m

15m

Valentine's Day

29m

200m

Fathers Day

15m

45m

Oscars

2m

4m

4th of July

14m

48m

Mardi Gras

5m

9m

Back to School

14m

49m

March Madness

7m

23m

Back to College

24m

125m

St Patrick's Day

5m

12m

Halloween

27m

273m

Easter

24m

143m

Thanksgiving

27m

170m

Prom

20m

151m

Black Friday

12m

36m

Kentucky Derby

1m

3m

Christmas

46m

882m

Cinco de Mayo

5m

10m

New Years

26m

116m

16

Event strategy planning

Event

6 months

5 months

4 months

Increasing activity Peak activity

3 months

2 month

1 month

Day of event
Day of

Post event

Golden Globes

Super Bowl

Mardi Gras

Valentine's Day

Oscars

Easter

St Patrick's Day

March Madness

Prom

Kentucky Derby

Cinco de Mayo

Mothers Day

17

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