If brands want to find luxury shoppers in their natural environment, Pinterest says to look no further. 

According to a new multi-market study published by London-based PA Consulting and Pinterest, shoppers with the means and desire to buy luxury brands do their research on Pinterest, creating an opportunity for brands to influence their decisions. A combination of internal Pinterest global data and third party research from 2022 and 2023 was used for the report.

Survey data from the report shows that “millions” of users visit Pinterest every day with one goal in mind: to find inspiration to make a purchase decision. Three in five users said they use the platform to search and buy luxury products in particular. 

Two-thirds of respondents said they are “open” to luxury-brand advertising, with 85% saying they are receptive to these types of ads. And compared to luxury shoppers who are not on Pinterest, the research says that platform’s users are 30% more likely to buy premium products, with half of them purchasing these items for themselves.

In terms of demo, about 70% of Pinterest’s luxury audience (which is defined as global users who have searched for or saved one of the luxury brands featured on the platform) is under the age of 35 and four out of five are women.

Using “tools such as direct links,” one-third of luxury shoppers on Pinterest have shopped in the “luxury fashion and leather goods’ category,” and are 34% more likely to do so than people shopping in other categories. More than two out of five have shopped in the “luxury watches and jewelry” section, and more than 80% have done so under the “luxury beauty” segment.

The study’s authors note that sustainability and ecological values are increasingly important factors in luxury purchasing decisions. In France, where environmental awareness is high, 64% of respondents said they are more likely to be loyal to brands that set sustainable goals.

And if they don’t buy, customers are using Pinterest to plan a luxurious future. The report found that the platform has 482 million monthly users planning their next projects, and luxury consumer brands power a positive experience for them. Each week, they save more than 1.5 billion pins across more than 10 million boards, where they store ideas for holiday and birthday gifts, home renovations, dream vacations and new cars.

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