With the summer holiday period coming to a close, a large number of Brits are looking to focus on themselves with more “me time” and a balanced approach to going back to work, according to new research.
A nationwide survey from Pinterest looked at the ‘back-to-life’ mindset that consumers have as life resumes after the summer holidays, which businesses can leverage beyond the usual back to school push.
With more than 200 million monthly users, Pinterest is the visual discovery tool effectively targeting pinners along their path to purchase, from searching to shopping mode based on their specific interests.
This allows brands to engage with audiences in those moments when both new and existing customers are more open to discovering new possibilities. Pinterest knows that people want to buy the things they find on Pinterest, and it’s committed to making that the best possible experience – for both shoppers and retailers.
Pinterest found that people in the UK are planning the following ‘changes:
- De-cluttering and reorganisation (43%)
- Repainting one or more rooms (30%)
- Home repairs (22%)
- Purchase new furnishings (16%)
- Buying a new mattress (13%)
- Replacing interior fittings (10%)
On Pinterest, 90% of users say they make purchase decisions on Pinterest, and 70% said they use it to find new products. Consumers are likely to be searching within the above categories come September which retailers should capitalise on.
‘Back to Life’ is a term to summarise the post summer holiday period in early September when people are searching for inspiration to get back to life and back to reality as the summer season ends. More than one third of the survey respondents desire more time for themselves after a busy summer filled with family and friend activities. From trying new recipes for healthier eating to decluttering their spaces for a refreshed home, the survey results reflect how people have a fundamental desire to get inspired, to find the things that are most meaningful to them, and to make those things a part of their lives, especially at this time of year.
The Pinterest survey provides a peek at how Brits are planning to go back to life as one of the hottest summers comes to an end. Top survey results include:
- 37% of respondents want more ‘me’ time after being busy over the summer
- 38% believe September is the month when they want to make small changes to their lifestyle
- Only 18% are feeling refreshed and ready to focus
- 20% are ready to plan another trip abroad
The change in season is also a time when the nation is looking to try new things. A fifth of Brits (20%) surveyed, revealed that they want to spruce up their culinary skills and try new recipes in the kitchen with 15% wanting to try a new hobby including sewing, painting and baking. People also want to make changes to their personal style and overall wellbeing. Fitness came to the forefront with 38% of people revealing that they want to exercise more and 18% want to make changes to their personal style including small hair hacks and trying a new beauty look. People in the UK are also wanting to take care of their beauty sleep with 13% wanting to buy a new mattress this time of year.
Instead of new year resolutions at the start of the year, over half of Brits (56%) agree that the end of summer provides a fresh start to make small changes to their personal life. People want to spend more time for themselves, making smaller more achievable changes, and feel that this time of the year is the time to do so.
When respondents were asked what changes they would like to make to their living space, women (51%) were more likely than men (35%) to declare that decluttering and re-organising is a change that they would like to make. As well as the organising the home, people in the UK want to give their homes a fresh look with 30% admitting that they want to paint at least one room in the home with a new colour and even 6% admit to wanting to buy a new shoe trunk.
With over 100 billion ideas on the platform, Pinterest is a place to help you discover and do what you love. More than 200 million people come to Pinterest each month to find inspiration for the things that are most meaningful to their personal lives. They look for options instead of answers whether it’s healthy recipes, ways to personalise their home or how to transition their wardrobe from summer to Autumn. Pinterest has inspiration to help people to take action on small changes to help spark creativity, build confidence and try new things for going ‘back to life’.
Pinterest is the place to go to plan and set fresh routines as summer comes to a close, check out the Pinterest Back to Life report here for more inspiration and visit https://www.pinterest.co.uk/PinterestUK/back-to-life/ to discover even more ideas.
The research was conducted by Opinium on behalf of Pinterest. The 2,000 survey respondents were UK adults aged 18 plus. *Respondents were asked to think about ‘the end of summer’ as the period at end of August / beginning of September
