Image this: You’re invited to an occasion hosted by your male mates of their late twenties. It’s not a birthday celebration or engagement, and even New Years’. No – it’s a glitter-filled Eurovision get together. Passing revelers dressed as ABBA and Conchita Wurst, you sip on non-alcoholic beer and cheers to good occasions. The winner’s introduced, and after dancing to the profitable observe you say your goodbyes – but it surely 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 get together developments.

What, why, and the way we have fun is quickly altering. And who higher to assist us shine a lightweight on the most important get together developments 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 previously yr alone (full report right here), collectively we’ve crunched the numbers to carry you the 8 prime get together developments your content material advertising and marketing technique wants in 2024. Let’s pin the city crimson.

Main celebration and get together developments for 2024

1. Laid-back celebrations are on the rise
2. Millennial males are partying greater than earlier than 
3. Gen Z are celebrating, simply ‘trigger they’ll
4. It’s not a celebration with no (area of interest) theme
5. Extra persons are turning to DIY celebrations to save cash
6. Individuals are celebrating for their very own private wellbeing 
7. Occasions are more and more collaborative between hosts and friends
8. Shoppers wish to be impressed on-line

Able to discover every of those prime get together developments 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 along with your promoting companions. We regularly affiliate events with the wild, alcohol-induced ragers seen in fashionable 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 observed occasions getting smaller over time, and over half really feel they’re turning into extra casual

From the seems of issues, informal dinner events and comfy video games nights are on the playing cards in 2024. This development makes a number of sense when you think about the tough few years we’ve all had; between socially-deprived lockdowns and the continued value of residing disaster, individuals have lots occurring. Maybe the expense and energy of internet hosting a flowery champagne-filled occasion isn’t so interesting to immediately’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 deal with creating related adverts and content material to match the temper of the second. Intimate, low-key get together 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 have been earlier than the pandemic (19%) – that’s increased than the full 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 anticipate. Prime selections embody friendships, TV occasions, and non secular/cultural events. Within the US, there’s been a big rise in millennial males saying their religion/spirituality is vital to them, which can go a way in 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 ought 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 marvel 1 in 5 Gen Z assume society ought to have fun jobs/occupations extra.

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

Pinterest searches for “galentines get together 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 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 reminiscences 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 with no (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 offer you an thought of what’s on their minds, searches for “underwater theme get together meals” (+360% YoY) and “wine theme get together concepts” (+290% YoY) are among the many prime 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 get together development reveals how hosts need to impress their friends and showcase their creativity in a single fell swoop. It’s all about changing odd occasions into extraordinary reminiscences (and searching 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 inspire idea-hungry shoppers to strive one thing new. Present, don’t inform. 

5. Extra persons are turning to DIY celebrations to save cash

As inflation continues to chunk, shoppers are on the lookout for methods to avoid wasting a couple of dollars with out compromising on celebrating the great occasions. Well-liked get together planning techniques for 2024 embody setting a funds, and limiting the variety of friends invited.

23% of shoppers say they’d think about making their very own decorations, invites, or get together 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 stressed by funds considerations in the event that they needed to plan a celebration, and 26% say they’d discover arranging the meals irritating. This knowledge helps clarify why persons are getting artistic to chop prices – with 43% of shoppers on the lookout 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 throw low-key, cheap occasions. Even a easy weblog publish on make your personal marriage ceremony confetti could possibly be an enormous assist to cash-strapped {couples}.

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

6. Individuals are celebrating for their very own private wellbeing 

A celebration for one continues to be a celebration, proper? Some shoppers definitely assume 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 fascinating get together development as a result of it suggests celebrations are an emotional outlet for shoppers – an opportunity to flee on a regular basis issues and chill out with family members. Smaller, extra intimate gatherings provide individuals a secure area to open up, socialize, and get a bit of additional dose of feelgood.

There’s lots occurring on the planet proper now, and far of it’s past shoppers’ management. However they’ll select when, how, and the way usually 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 understand that bossy good friend/relative who all the time needs to be in cost? They could possibly be your subsequent get together’s MVP, so if you happen to don’t thoughts relinquishing management, allow them to choose 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 get together development for 2024. However that additionally places hosts below a number of strain – so it’s fairly reassuring to know persons are more and more keen to assist out, particularly for get together organizers on a funds.

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

8. Shoppers wish to be impressed on-line

Divorce events. Canine birthdays. Wine Wednesdays. As get together developments 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 principal occasion, which is why it’s their first port of name.

53% of social media customers say visible inspiration helps them resolve plan their celebration 

From decorations, to celebration cake recipes, to get together favor concepts, there are limitless methods manufacturers can encourage get together organizers seeking to flip heads. You possibly can even experiment with generative AI to assist shoppers visualize much less standard get together concepts. 

The most well-liked (and random) Pinterest searches embody:

• “Bollywood character theme get together outfit” (+1215% year-on-year)
• “Fairy ceremonial dinner” (+575% YoY)
• “PowerPoint get together concepts” (+185% YoY)

These big 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 get together concepts and methods to face out – particularly on social media platforms. The extra visually enticing you may make advertising and marketing content material, the higher – assume vibrant colours and good vibes that assist increase model consciousness.

Wish to maintain this get together going?

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

For a extra in-depth take a look at the altering get together and celebration developments each content material marketer wants to have interaction shoppers in 2024, hit the hyperlink beneath.