蘑菇AV

It鈥檚 leaning heavily on shopping features to grow, but it issued lower-than-expected Q4 guidance for revenues, indicating it doesn鈥檛 expect a gangbusters holiday shopping season. Pinterest鈥檚 key selling point is shoppable social media, which is just one feature among many on larger, competing platforms.

The company is struggling to change consumers鈥� perception of the brand, which has suffered due to steady price hikes, long wait times, and highly public spats with its workers union鈥攃ulminating in a strike during the holiday season.

However, over half (56%) said they don't plan to purchase any goods in advance of potential tariffs. 39% of US holiday shoppers said they increased year-end purchases last year due to fear of tariffs raising prices, per a December report from CreditCards.com.

Part of this is due to the holiday season and marketers spending the remainder of their annual budgets before the year ends. Another factor driving prices up is political advertisers spending heavily in October and early November before Election Day. However, political ad spending has a muted impact on CTV. Most political ad dollars are still spent on linear TV.

Trump entered office following a strong holiday season in which retail sales rose 4.3% YoY and ecommerce climbed 8.7% YoY. But in January, consumer expectations for the economy declined for the first time since July 2024, according to the University of Michigan. Sentiment fell across income, wealth, and age groups.

Walmart has also ventured into shoppable entertainment over the past few years, including with the debut of its first shoppable feature film, 鈥淛ingle Bell Love,鈥� on the Roku Channel last holiday season and a shoppable rom-com 鈥淎dd to Heart鈥� in 2023.