Data of the month

Pampered Pets

Top trends for July

Routines have been upended this month, in many ways bringing hope for positive, lasting change. One thing's for sure though, in times of uncertainty people seek outlets to bring them calm, joy and purpose. For Pinners, many are finding comfort and companionship from their pets, as we see pet-related searches breaking records into July.

Data of the month

Pet searches on Pinterest typically see a small bump in the spring. This year, searches spiked globally an unprecedented 53% between February and May, with searches in May the highest they've ever been for pets and expected to keep growing.*

Keep Halloween in mind: We're forecasting another spike this fall, when owners search for pet costumes. Based on the exaggerated spikes we're seeing now, we're expecting this to be a bigger focus later this year than usual. Start planning your campaign now.

Source: Pinterest global data showing search volumes from Jan '19-May '20

Trends of the month

1. New pet opportunity

A significant portion of pet searches we're seeing reflect increases in reported adoption rates. For new pet parents, Pinterest is a decision-making resource in researching breeds and behaviors and how to best prep for their new arrival.

How to convince parents to get a dog +96%
Protective dog breeds 2x
Cute kitten names 6x

Dog-related searches just take the lead among pet queries. Comparing search volume from February and May this year, we've seen an increase in queries related to dogs up 54% and those related to cats up 53%.

Put the trend to work:
Pinners are looking for resources to help adjust to a new furry friend in the home (or not-so-furry, "reptile room ideas" are up 82%). Think about simple ways your brand can extend your offerings to pets, even in less obvious ways:

Show how easy it is to go the extra mile for Fido using basic pantry (and freezer) staples to whip up a treat.
Human dishware works too. Keep your design-savvy and budget conscious audience happy. Create Pins to show how existing items in your collection can work for pets.

2. Pupsicles and more

In May we reported Pinners had shifted their focus to the outdoors. As summer progresses, they're making sure their pets are ready for outside too. They're prepping custom treats for their animals and keeping them cool and happy.

Dog popsicles 9x
DIY dog pool 7x
Indoor cat garden 2x

Put the trend to work:
BBQ gatherings are bringing people and their pets (slightly) closer together this July. Think about how you can repurpose campaign assets about summer entertaining with an easy pivot to pets:

Use text overlay on an image of a human-friendly treat to show how easy it is to adapt for pets. Think about doing the same with patio furniture to incorporate cushioned areas for dogs (and hedgehogs and more) to join in on the fun.

For some additional ideas about how other brands are plugging into the pet space, one of Pinterest's newest pet parents walks us through the role that brands played in her kitten adoption journey.

Swiffer P100 trend: Pampered Pets

Using the insight from our Pinterest 100 report that pet care would be a focus for Pinners in 2020, Swiffer created an ad campaign to raise awareness about how their products make staying on top of pet hair, dander and messes easy.