The Drum Awards Festival - Extended Deadline

-d -h -min -sec

Research Pinterest Asos

Asos beats Amazon and John Lewis to be named top retailer on Pinterest for Christmas shopping


By Jennifer Faull, Deputy Editor

December 4, 2013 | 2 min read

Asos has been named the most popular UK online retail site when it comes to having web content shared on Pinterest in the run up to Christmas 2013.

The study from Searchmetrics looked at ten of the top UK retail sites, finding that the images and pages being shared most frequently are from

The online fashion retailer is averaging 1,728 pins per week, followed by Amazon (1,233) and John Lewis (791). New Look (602), Next (525), Debenhams (333), M&S (267), Argos (256), Tesco (206) and B&Q (4) completed the top ten.

In total there were 160,958 links to content on pinned by Pinterest users at the time of the study (the week ending 22 November). Amazon had received a total of 90,375 pins, followed by Debenhams (89,577).

While Asos maintains its Pinterest board, having accumulated over 48,000 followers, Amazon seems to have neglected its, with no content actually uploaded to the virtual ‘boards’.

Commenting on the findings, Marcus Tober, chief technology officer and founder of Searchmetrics, said: “Asos seems to really ‘get’ Pinterest and social networking. It’s not just about pushing your own content but being social and trying to share content that your followers on Pinterest might find useful or entertaining – even if it doesn’t produce a sale for you. Perhaps that’s one of the reasons why Asos is doing so well on Pinterest.”

Asos was among the many retailers to have set up festive Pinterest boards and promotions, with Debenhams creating boards showing its festive food gifts and gifts for kids while John Lewis has curated a dedicated The Bear and The Hare board around it popular Chirstmas advert.

Meanwhile Tesco has uploaded a number of festive ‘how to’ YouTube videos on its Pinterest boards, including video guides demonstrating ‘How to dress the perfect Christmas tree’ and ‘How to disguise a gift’s shape’.

Research Pinterest Asos

More from Research

View all


Industry insights

View all
Add your own content +