Party Trends for 2024 | GWI

Image this: You’re invited to an occasion hosted by your male mates of their late twenties. It’s not a celebration or engagement, and even New Years’. No – it’s a glitter-filled Eurovision celebration. Passing revelers dressed as ABBA and Conchita Wurst, you sip on non-alcoholic beer and cheers to good instances. The winner’s introduced, and after dancing to the profitable monitor you say your goodbyes – however it gained’t be lengthy ‘til you see your mates once more. You’re internet hosting a cheese and wine night subsequent weekend, simply because. That is the brand new period of celebration traits.

What, why, and the way we have fun is quickly altering. And who higher to assist us shine a light-weight on the largest celebration traits in 2024 than the house of inspiration – Pinterest. 

With a celebration deliberate on the platform each 3 seconds, and over 14.6 million celebration-related boards created up to now yr alone (full report right here), collectively we’ve crunched the numbers to carry you the 8 high celebration traits your content material advertising technique wants in 2024. Let’s pin the city crimson.

Main celebration and celebration traits for 2024

Laid-back celebrations are on the rise

Millennial males are partying greater than earlier than 

Gen Z are celebrating, simply ‘trigger they’ll

It’s not a celebration and not using a (area of interest) theme

Extra persons are turning to DIY celebrations to economize

Individuals are celebrating for their very own private wellbeing 

Occasions are more and more collaborative between hosts and friends

Customers wish to be impressed on-line

Able to discover every of those high celebration traits for 2024 in additional element? Let’s get into it.

1. Laid-back celebrations are on the rise

Right here’s a celebration development price sharing together with your promoting companions. We frequently affiliate events with the wild, alcohol-induced ragers seen in well-liked TV and movie, however in actuality 46% of shoppers say they most need their celebrations to be laid again and comfy.

1 in 3 shoppers have seen occasions getting smaller over time, and over half really feel they’re turning into extra casual

From the appears of issues, informal dinner events and comfy video games nights are on the playing cards in 2024. This development makes a whole lot of sense when you think about the tough few years we’ve all had; between socially-deprived lockdowns and the continuing price of dwelling disaster, individuals have loads occurring. Maybe the expense and energy of internet hosting a flowery champagne-filled occasion isn’t so interesting to at the moment’s shoppers. 

Whereas those that have fun main life levels like work promotions nonetheless have a stronger urge for food for formal occasions, entrepreneurs ought to concentrate on creating related adverts and content material to match the temper of the second. Intimate, low-key celebration vibes ought to assist give manufacturers a lift. 

2. Millennial males are partying greater than earlier than 

We’re all having fun with extra social gatherings post-Covid (obvs), however millennial males really stand out for saying they’re celebrating greater than they had been earlier than the pandemic (19%) – that’s greater than the whole client common (15%) measured in our celebration development analysis.

35% of millennial males say they now have fun occasions that they didn’t beforehand

So what are these revelers selecting to have fun? Not what you would possibly count on. Prime decisions embrace friendships, TV occasions, and spiritual/cultural events. Within the US, there’s been a major rise in millennial males saying their religion/spirituality is necessary to them, which can go a way in the direction of explaining this development.

These findings might recommend millennial males have gotten extra open and comfy with themselves, and taking extra alternatives to attach with others. 54% agree that celebrations permit them to showcase and embrace their true selves – and that’s precisely the kind of messaging entrepreneurs needs to be utilizing to have interaction and encourage this viewers. 

3. Gen Z are celebrating, simply ‘trigger they’ll

Celebrating private achievements alone, or “simply because” is a rising celebration development amongst Gen Z, who’re selecting to unfold pleasure by celebrating on a regular basis moments. It’s no surprise 1 in 5 Gen Z suppose society ought to have fun jobs/occupations extra.

Equally to millennial males, Gen Z wish to have fun the small issues in life, like sports activities matches (15%) and friendships (13%). Galentine’s Day is an effective instance of this celebration development in motion, and even extends past youthful audiences.

Pinterest searches for “galentines celebration aesthetic” (vibes and decor for an all-female get-together) have grown a whopping 1285% YoY (year-on-year)

Throughout the board, shoppers are selecting to have fun traditions like Valentine’s Day with a contemporary twist. Malentine’s Day (the equal occasion for males to have fun their male friendships) can also be rising in popularity and acknowledged. For Gen Z, it’s probably not in regards to the event itself, however somewhat discovering new methods to make recollections with the individuals who matter. This may increasingly clarify why they get pleasure from throwing going away events, with 16% of Gen Z saying they have fun life levels essentially the most.

4. It’s not a celebration and not using a (area of interest) theme

No theme, no deal. 1 in 3 shoppers desire to have a theme for his or her occasions – even when it’s extremely area of interest. To provide you an thought of what’s on their minds, searches for “underwater theme celebration meals” (+360% YoY) and “wine theme celebration concepts” (+290% YoY) are among the many high themes Pinterest customers have been trying up on the platform this yr.

41% of hosts say they’ve celebrated a artistic themed birthday within the final yr

In a transfer near influencing, this celebration development reveals how hosts wish to impress their friends and exhibit their creativity in a single fell swoop. It’s all about changing bizarre occasions into extraordinary recollections (and looking out actually cool when you do it). The extra authentic the theme, the higher.

So far as manufacturers are involved, pushing the boundaries with inspirational, highly-visual content material and focused promoting will encourage idea-hungry shoppers to attempt one thing new. Present, don’t inform. 

5. Extra persons are turning to DIY celebrations to economize

As inflation continues to chew, shoppers are searching for methods to save lots of a couple of bucks with out compromising on celebrating the great instances. Widespread celebration planning ways for 2024 embrace setting a price range, and limiting the variety of friends invited.

23% of shoppers say they’d think about making their very own decorations, invites, or celebration favors to chop prices

For a lot of, the very considered organizing an occasion is overwhelming. 53% who’re celebrating much less additionally say they’d be wired by price range considerations in the event that they needed to plan a celebration, and 26% say they’d discover arranging the meals irritating. This information helps clarify why persons are getting artistic to chop prices – with 43% of shoppers searching for gross sales and reductions, and 20% asking friends to contribute financially (e.g. potluck, or BYOB).

Whereas budget-conscious shoppers usually tend to focus their consideration on main holidays, manufacturers even have the chance to point out them find out how to throw low-key, cheap occasions. Even a easy weblog submit on find out how to make your individual marriage ceremony confetti might be a giant assist to cash-strapped {couples}.

Use tactful messaging to assist shoppers shed any guilt round asking for small contributions from attendees, create simple step-by-step celebration planning guides, or promote bundled services that take the stress out of occasions. 

6. Individuals are celebrating for their very own private wellbeing 

A celebration for one remains to be a celebration, proper? Some shoppers actually suppose so. As we noticed earlier with each Gen Z and millennial males, self-celebration is in.

2 in 5 shoppers who mark much less conventional events saying they have fun for the sake of their private wellbeing or happiness

It’s an attention-grabbing celebration development as a result of it suggests celebrations are an emotional outlet for shoppers – an opportunity to flee on a regular basis issues and loosen up with family members. Smaller, extra intimate gatherings provide individuals a protected area to open up, socialize, and get just a little further dose of feelgood.

There’s loads occurring on the planet proper now, and far of it’s past shoppers’ management. However they’ll select when, how, and the way typically they have fun. And that’s one thing each model – and certainly, each human being on the planet – can get behind.

7. Occasions are more and more collaborative between hosts and friends

You already know that bossy good friend/relative who at all times desires to be in cost? They might be your subsequent celebration’s MVP, so in the event you don’t thoughts relinquishing management, allow them to decide the colour palette or make the streamers.

Half of shoppers say they love investing time, creativity, and energy into the celebrations they attend

As we talked about earlier, having an iconic theme for a extra memorable gathering is a rising celebration development for 2024. However that additionally places hosts beneath a whole lot of stress – so it’s fairly reassuring to know persons are more and more keen to assist out, particularly for celebration organizers on a price range.

Many celebration hosts and attendees are getting inspiration from their on-line communities, which is why it’s essential for manufacturers to optimize advertising content material for key search phrases, and get it out early. Be first, or be final.

8. Customers wish to be impressed on-line

Divorce events. Canine birthdays. Wine Wednesdays. As celebration traits go, shoppers are discovering new and imaginative methods to have fun actually something on the common. And who can blame them? Social media is brimming with strange concepts to encourage their subsequent essential occasion, which is why it’s their first port of name.

53% of social media customers say visible inspiration helps them resolve find out how to plan their celebration 

From decorations, to celebration cake recipes, to celebration favor concepts, there are infinite methods manufacturers can encourage celebration organizers trying to flip heads. You can even experiment with generative AI to assist shoppers visualize much less typical celebration concepts. 

The preferred (and random) Pinterest searches embrace:

“Bollywood character theme celebration outfit” (+1215% year-on-year)

“Fairy feast” (+575% YoY)

“PowerPoint celebration concepts” (+185% YoY)

These large surges in such area of interest search phrases point out client celebrations are more and more pushed by creativity and enjoyable. It’s as much as manufacturers to faucet into this by providing up new celebration concepts and methods to face out – particularly on social media platforms. The extra visually engaging you may make advertising content material, the higher – suppose vibrant colours and good vibes that assist enhance model consciousness.

Wish to preserve this celebration going?

We’ve handpicked the glowing celebration traits and client insights on this weblog from “GWI x Pinterest: A brand new era of celebrations” – an unique report co-created with the specialists at Pinterest. 

For a extra in-depth have a look at the altering celebration and celebration traits each content material marketer wants to have interaction shoppers in 2024, hit the hyperlink under.