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Starting a business? Pinterest shares 9 trends that will shape companies in 2021.

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Author: Jennifer Ortakales Dawkins
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Tiana Coates

Summary List Placement

When it comes to nailing down a business idea, you may want to turn to the “pinners” for inspiration. 

Americans launched 4.4 million startups last year, a 24% increase from the year prior, according to think tank Peterson Institute for International Economics. It’s the biggest increase on record. And that trend was noticeable across many platforms, including Pinterest, where searches for “small business ideas” grew 90% from the previous year. 

Other search terms like “branding your business,” “podcast design,” and “accounting basics,” more than doubled on the platform, which serves more as a visual search engine than just a place to save recipes and DIY home decor. The company tracks more than 442 million monthly users’ ideas to predict what might be trending months from now. Eight of its ten predictions for 2020 were accurate. 

Pinterest’s latest report for 2021 could drum up new business ideas, or guide your existing business into new product launches, stocking fresh inventory, creative marketing campaigns, and expanding your sales channels. 

Here are the trends Pinterest predicts will define the next year, as well as popular search terms to guide your next business moves and marketing. 

SEE ALSO: How to navigate the ups and downs of starting a business with your spouse, sibling, or best friend — from 5 founders who have done it

SEE ALSO: A step-by-step guide to creating a Shopify store so you can finally launch your business and start selling

Food and beverages will get spicy, garnished, and gourmet

The pandemic pushed many amateur chefs to practice their cooking and bread baking. This year, that trend will be elevated to curate the full restaurant experience at home, from Instagrammable charcuterie boards to gourmet garnishes. Pinterest has also noticed a new palette for spicy foods and recipes with plenty of seasoning. 

Top trends in food and beverage:

  • Tongue-numbingly hot foods
  • Charcuterie boards
  • At-home restaurant experiences

Trending search terms: tomato enchilada sauce, cajun chicken pasta recipes, jalapeño pepper jelly recipe, hot honey recipe, poke bowl sauce, breakfast charcuterie boards, candy charcuterie boards, dessert charcuterie boards, fruit charcuterie board, Mexican charcuterie board, food garnishes, gourmet food plating, Basque burnt cheesecake, tea recipes homemade, bread art

People will celebrate the little moments and host pared-back weddings

The pandemic didn’t stop weddings from happening, but many couples opted for smaller, more intimate ceremonies, elopements, and virtual celebrations. Expect these to continue through 2021, with an emphasis on laid-back events and casual attire. 

According to Pinterest, more people are searching for ways to make the smallest moments in life more special, from gifts for their sweetheart on one-month anniversaries to planning movie nights at home. 

Top trends in celebrations: 

  • Low-key weddings
  • Planning life’s small moments
  • Month dating anniversaries  

Trending search terms: small backyard wedding, simple wedding cake one tier, wedding jean jacket bride, courthouse wedding outfit, desert elopement, monthsary message for girlfriend, anniversary box for him, movie date night at home, cheers and beers party, death to my 20s party

Home decor will be bright, modern, and shelves are the prime real estate for artistic expression

Many people probably spent more time in their homes in the last year than they did in the past five years. This new lifestyle prompted a spike in DIY home improvements, furniture sales, and cleaning out the clutter. 

Pinterest predicts minimalism will take over home decor with a trend known as “Japandi,” which combines Japanese design with Scandinavian style. Those taking Zoom calls in their kitchen or setting up a home office in their closets, known as a “cloffice,” have placed a newfound importance on their shelves to display their style with colorful glassware and art. 

Top trends at home:

  • Neon and LED lighting 
  • Kitchen shelves
  • Eye-catching dinnerware
  • Japanese design meets Scandinavian minimalism
  • Hybrid and multi-functional rooms
  • Home office inside a closet, known as a “cloffice”

Trending search terms: neon room, mirror with LED lights, blue LED lights bedroom, LED light room, LED light signs, copper cookware, colored glassware, kitchen floating shelves decor, plate racks in kitchen, clay plates, wooden bed design modern, neutral color palette earth tones, minimalist bathroom design, Japandi, modern minimalist kitchen, cloffice ideas, home library design, bookshelf room divider, modern mud room, computer gaming room

People will prioritize their sleep regimens and use spiritual practices to improve their mental health

Coming out of a year with high stress and anxiety levels, people will focus on self-care and wellness as another important part of their overall health. Pinterest has seen increased interest in spiritual practices and nighttime rituals to improve sleep quality.  

Top trends in wellness: 

  • Manifesting
  • Affirmations
  • Investing in sleep
  • Bathing rituals

Trending search terms: protection crystals, manifestation techniques, fantasy map making, visualize your highest self, zodiac sign facts, night affirmations sleep, sleep blends for diffuser, before sleep workout, silk sleepwear, sleep yoga, spiritual cleansing bath, full moon bath ritual, bath tea recipe, bath in bedroom free standing, deep soaking tub

 

People will travel increasingly by car, even if it’s to a nearby destination

Pinterest predicts that cars will become the new “third space,” or the place people spend their time after home and work. Cars will be the preferred mode of fun and transportation, from drive-through movies to weekend getaways. While most travel is on hold, people will use the time to save up and plan vacations to their dream destinations once the world opens up. 

Top trends in travel:

  • Cars for fun and transportation
  • Planning dream vacations
  • Remote destinations
  • Outdoor exploration

Trending search terms: car date night, drive-in cinema, car man cave, dog car seats, car survival kits, luxury vacations, dream vacations, honeymoon pictures romantic, mountain travel, forest resort, wild flower field, RV accessories, motorcycle tent, couple stargazing, nomad aesthetic

Beauty will incorporate colorful and creative takes on the basics, while skincare will lean more natural

Pinterest’s predictions for beauty show two opposing trends: simplified routines focused on the basics and amped up creativity inspired by youth culture. Some people’s ideas of beauty means a clean, natural face. Others will experiment with bold colors and playful motifs.  

Top trends in beauty:

  • Natural skin 
  • Effortless routine
  • Homemade products
  • Pops of color
  • Creative braiding
  • Bold eyebrows

Trending search terms: glowing skin how to get naturally, face yoga exercises, homemade skin care, aloe vera face mask, natural everyday makeup, indie nails, smiley face nails, inner eye pop of color, butterfly eye makeup, braids with fade, yarn braids styles, bubble braids, Viking braids men, goth eyebrows, above eyebrow tattoo, ombre powder brows, bleached eyebrows, colorful eyebrows

Fashion will be an elevated version of work-from-home comfort

First we had athleisure. Now in 2021, we’ll have a more elegant take on leisure wear, which Pinterest calls “athflow.” This kind of oversized and soft clothing is polished enough for a work presentation or socially-distanced coffee meeting, but so comfortable you’ll want to wear it into the night as you binge Netflix. 

This is also why fuzzy and warm staples like slippers, blankets, and socks will be year-long mainstays regardless of the weather. Need we remind you of Ugg’s “Fluff Yeah” slides that were popular last year?  

Top trends in fashion: 

  • WFH clothing 
  • All-season cozy accessories
  • DIY and personalization 

Trending search terms: home dress women, oversized outfit, soft outfit, cotton jumpsuits for women, co-ord outfits two pieces, quilted clothes, cozy aesthetic outfits, cocoon sweater, fluffy slippers, slouch socks, jean painting ideas, reworked clothes, sweatshirt embroidery, custom hoodies, tote bag design diy

Parents will incorporate mindfulness and outdoor activities into their kids’ education . . . and maybe adopt a lizard

As homeschooling and virtual classrooms continue throughout the country, parents are learning creative ways to keep their kids engaged, teach them about the environment, and instill valuable lessons outside of English and mathematics. Pinterest sees parents incorporating mindfulness practices into their curriculum as well as outdoor activities. And some households might opt for a low-maintenance reptile or amphibian pet instead of the traditional cat or dog. 

Top trends in parenting:

  • Home-schooling activities
  • Outdoor education
  • Teaching mindfulness
  • Moral lessons
  • Reptile pets

Trending search terms: art education projects, outdoor education, cardboard toys, pencil shaving art for kids, banana feel fertilizer, mindmap ideas creative, stories with moral lessons, teaching kids manners, government lessons, mindfulness activities for kids, pet lizards, tortoise food, pet frog, pet snails, pet chameleon

People will embrace the beginning level of their hobbies and find inspiration from faraway places

If 2020 was the year we embraced new hobbies, 2021 will be the year we embrace the novice life. Pinterest has seen a lot of hobbies trending on its platform — from traditional crafts to more obscure art forms. Those stuck at home itching to travel to faraway places are studying cultures around the globe to inform their hobbies. 

Top trends in hobbies:

  • Embroidery
  • Crochet
  • Globally-inspired hobbies
  • Phone and laptop wallpaper
  • Embracing being a beginner

Trending search terms: glass etching designs, crochet basics, aesthetic embroidery, bottle painting ideas, leatherworking tools, Jyotish astrology, Ancient Egyptian architecture, Persian calligraphy art, Irish quilt patterns, Japanese carpentry, laptop wallpaper aesthetic high quality, playlist covers photo aesthetic, funny lock screen wallpaper, gaming background wallpaper, get off my phone wallpaper, knife painting for beginners, sublimation for beginners, how to skateboard for beginners, resin art for beginners, candle making for beginners

See the full Pinterest report here, which includes marketing suggestions for how businesses can tap into the data.

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