By Becky Herbert, Head of Paid Social, Launch
Summer isn’t just a season, it’s a mindset. And for people in the UK, Pinterest is where that summer mindset starts to take shape. With over 103 million summer-related searches and 15 million ideas saved between March and August 2024, the platform is a key planning destination for sunseekers, festival-goers, foodies, and fashionistas alike.
So how can brands work with their performance marketing agency to ride the summer wave and show up when it matters most? Here’s what you need to know.
Pinners start planning for Summer in Spring – time your performance creative to match
Pinterest is about intention. Users begin planning for summer as early as January, with searches spiking by March. From wedding looks to glamping ideas, Pinners are curating vision boards to shape their best summer yet.
Tip for marketers: Collaborate with your performance marketing agency on a timeline which includes an early launch for summer campaigns. Being present during the planning phase helps your brand become part of the decision-making journey long before your competitors have even joined the conversation.
The Shift from Spring to Summer = A Shift in Interests
As the seasons change, so do search trends. According to Pinterest, between spring and summer 2024:
- “Glamping” searches grew by +235%
- “Summer recipes” were up +120%
- “Hobbies” saw a +110% jump
- “Eyewear” climbed +50%
People are preparing for longer days and warmer vibes with everything from home makeovers to new wardrobes.
Don’t wait until summer is in full swing to build these products into your performance marketing. Get them in front of pinners when they’re in the swing of summer planning.
From Discovery to Decision: Pinterest Drives Action
Users on Pinterest aren’t just dreaming, they are doing. During summer 2024, 39% of outbound clicks were fashion-related and 30% were for home products. That means users are moving from inspiration to purchase, right on the platform.
Key takeaway: Shoppable Pins and product-rich content are essential to convert summer curiosity into sales. Work with your performance marketing agency on getting these set up and you’ll see an uptick in conversions.
Top Trends Heating Up Summer 2025 – according to Pinterest
Pinterest holds a rich mine of data from users with high purchasing intent. They tap into this data frequently to predict what will be hot in the season ahead, and the trends below are what’s popping from their latest analysis. If you’re a travel or e-commerce brand, consider working with your performance marketing agency on plugging these trends into your campaigns.
Travel
From “carry-on packing tips” to “tropical beach” escapes, UK Pinners are dreaming of sun-drenched getaways and staycations alike. Searches for “glamping” are up 2.3x, and “beach vibe” grew by 140%.
Fashion
Pinners are seeking standout styles. Look out for surges in “cool sunglasses” (+201x), “stacked rings aesthetic” (+3.3x), and indie outfit vibes. Boho, hippy, and granola-core looks are trending hard.
Beauty
The beauty scene is all about glitter and glow. Searches for “festival glitter makeup” are up 42x, alongside “face gems” and skincare glow-ups like “best face mask” (+18x).
Food & Beverage
Pinners are planning picnics, parties, and al fresco feasts. “Summer desserts” and “refreshing drinks” like limoncello cocktails or frozen slushies are rising stars.
Home Decor
Outdoor spaces and upcycling are taking center stage. Think “small garden landscape” (+5.3x), “home bedroom refresh” (+735x!), and “outdoor oasis” setups.
Best practices to maximise summer campaigns
To get the most from your Pinterest investment, make sure you work with your performance marketing agency on the following:
- Laying the foundations: setting up the Pinterest Tag, CAPI, and ensuring feed health.
- Optimising your product feed: using clear, keyword-rich titles and eye-catching images.
- Using Performance+: Pinterest’s AI-powered suite drives 20% better CPA on average.
- Embracing full-funnel strategy: from awareness to purchase, Pinterest supports every stage.
️Ready to Win Summer 2025?
Pinterest is where UK audiences start their summer, and where smart brands win it. By showing up early, tapping into cultural moments, and embracing platform best practices, you and your performance marketing agency can drive both inspiration and action.
So grab your sunnies, cue the limoncello, and get your brand in front of millions of UK planners while they’re still dreaming!
If you need help bringing your Pinterest creative to life, let’s chat! We can help you with an end-to-end performance marketing strategy, which combines and interconnects content, experimentation, media and measurement to drive lasting growth.
Read more about Pinterest for performance marketing
- How to use Pinterest to reach a high intent audience with performance marketing
- A guide to Pinterest ads
- Pinterest vs Facebook ads – which is better for your business?
- Positivity, planning and purpose: why you should be advertising on Pinterest
About the author
Becky Herbert is Head of Paid Social at Launch.