Pinterest (+ Pam Anderson) Has A Gift For That

Holiday shopping doesn’t have to feel chaotic. With gifting already top of mind, Pinterest is helping shoppers cut through the noise with intention-led, data-driven inspiration. Launching November 3, the platform’s Holiday Edit reveals what people actually want to give (and receive) this season—from under-$50 finds that feel luxe to foolproof gifts for the hardest-to-shop-for people in your life. We sat down with Nadine Zylstra, Pinterest’s Global Head of Programming and Originals, to unpack the trends shaping holiday gifting—and how to shop smarter, not harder. —Noa Nichol

Deck the halls — what makes Pinterest’s Holiday Edit different from any other gift guide this season, and how did data shape the categories you chose (e.g., “frequent flyer,” “under $50”)?

Shopping and searching on Pinterest is even more visual than ever before. Pinterest has become an AI-powered personalized shopping assistant for its 600 million users around the world – and our unique data helps us understand what people are shopping for all year long.  Our goal is to solve the “I’ll know it when I see it” problem that all of us face when shopping.

The Holiday Edit analyzes global trends where we created 17 data-backed categories that reflect real gift-giving needs – from frequent travelers to new parents to under-$50 shoppers. Instead of guessing what people might want, the Edit organizes ideas around archetypes and products trending on Pinterest, making it easier to quickly find something personalized for everyone on your list.

The celebrity boards are a big tease — how do you work with celebs like Pamela Anderson and Conan Gray to curate their picks, and what creative freedom do they get?

We worked closely with talent to bring top Pinner holiday searches to life with hand-picked gifts and holiday inspo, selecting and collaborating with tastemakers who embodied the spirit of those gifting archetypes. 

Pamela Anderson’s “Holidays on the farm” is a collection of inspirational images and shoppable gifts inspired by her love of nature and her life on her farm in Vancouver Island.

Because of Pinterest’s unique insight into the holiday trends on the platform, the celebrities can use those insights to choose items that feel authentic to them. The result is a set of shoppable boards that blend real user behavior with each creator’s own perspective, making the Edit feel both personalized and culturally relevant.

The Holiday Edit promises personalization — how does the interactive gifting quiz translate someone’s answers into actual product recommendations?

More than half of people come to Pinterest to shop, which allows us to make the whole platform highly-personalized and unique to each user. 

The quiz uses responses to guide users toward curated gift ideas, it’s all aligned with holiday archetypes and trending categories within the Edit itself. The quiz helps consumers discover gifts more precisely than coming up with a list on their own. Trending stats are fun — which unexpected search trends surprised you most this season and what do they say about how people want to gift in 2025?

Some of the fastest-growing searches in the past year include “Funky mug” (+330%), “Spiral candle” (+180%), “Korean chopsticks” (+80%), “Ear microphones” (+290%), and “Gold cameras” (+150%). These trends suggest people want gifts that are specific, personal, and aligned with real daily habits – whether that’s travel, content creation, or thoughtful under-$50 surprises.

Sustainability and small business matter to readers — how does Pinterest spotlight eco-friendly, indie, or Canadian makers in the Holiday Edit?

The Holiday Edit is shaped by trending searches, many of which are unbranded terms like “handmade gifts” or “personalized gifts.” This naturally surfaces a mix of merchants, including smaller creators and independent brands.

Our editors always have their eyes and ears on the ground in many markets, including Canada, and are keeping a close eye to Pinner demand, while surfacing local content when possible.

For brands and PR teams watching this launch, what are the best ways to get their products noticed in Holiday Edit feeds or celebrity boards?

Brands who upload their catalogs and become a verified merchant can more easily reach the 600M users on Pinterest’s platform. That helps make them more shoppable and align with targeting and trends using real user behavior. Clear imagery, accurate product tagging, and descriptive titles help Pinterest better match Pins with high-intent holiday shoppers.

How do the exclusive deals and promotions within the Holiday Edit work — are these partnerships, affiliate opportunities, or shoppable pins of note?

The Holiday Edit includes exclusive deal boards and special promotions from participating merchants.

Pins often live across borders — did you see any major regional differences in holiday searches (Canada vs. US vs. UK), and how should Canadian shoppers lean into that?

Shoppers shop more similarly than differently around the world. The Edit reflects global search patterns and seasonal intent across markets, but do not break out regional trends. 

Metrics check — what KPIs will you be watching to judge the success of the Holiday Edit and the celebrity gift launches after Nov. 3?

We’re focused on time well spent instead of total time spent. Our goals aren’t about keeping people glued to their screens. Pinterest is leading the industry by inspiring people to put phones down and take action in real-life, whether that is shopping for gifts or finding inspiration for the holidays.

We monitor shopping behaviors, visual searches, click-throughs. Our users make over 80 billion monthly queries so we’re building a highly-personalized experience that helps them find what they’re looking for.

Ultimately, success is measured by how effectively the Edit helps people feel more inspired and confident in their holiday shopping.

Last stocking stuffer question: for a busy reader who only has ten minutes to shop, what three pinned features on the Holiday Edit should they visit first to snag a meaningful gift fast?

Three easy starting points are:

1. The gifting quiz, to instantly narrow down options
2. Celebrity and creator boards, to quickly browse curated, shoppable picks from names like Dwyane Wade, Zara Larsson, and KATSEYE. 
3. Gift guides from your favorite merchants like Flamingo Estate, Saie, Parachute, Revolve, Harrods, and many more.