Primark Taps Pinterest Search Trends for Homeware Collaboration

The collection – which includes tabletop, home fragrance and soft furnishing products inspired by rising Pinterest searches by over 12 million UK users – manifests in three distinct aesthetic trends:

• Cosy Cottage: A nostalgic, whimsical trend that pairs timeless patterns – think Toile De Jouy and romantic wild florals – with playful frills, pastel hues and nature-inspired motifs for a contemporary cottagecore Brightened with splashes of the versatile shade Butter Yellow from Pinterest’s 2025 Colour Palette, this trend is spurred by increases in searches for “cosy cottage bedroom” (+170%), “modern cottage living room” (+100%) and “floral” (+40%). Also, see Cottagecore in Outdoor Living & Garden Trends S/S 2026.
  
  
• Dainty Décor: Inspired by increased searches for terms like “whimsical bedroom” (+130%), “girly bathroom” (+95%) and “pink bow” (+160%), this ultra-feminine trend is reminiscent of the coquette aesthetic. This flirty collection goes heavy on bows, cherries, hearts and delicate floral motifs, rendered in an array of soft pink tones. See 60s Dollhouse and Gothic Romance in Gen Z Style IRL 25/26 for more on this unapologetically girly style.
  
  
• Minimaluxe: Providing a grounded contrast to the other two collections, this sophisticated, minimalist trend leans heavy on elevated tabletop and home fragrance décor (for more on the home fragrance opportunity see The Scent of Home 2025). With searches for “earthy colour palette”, “minimalist small bathrooms” and “luxury living room” rising by 120%, 70% and 115% respectively, Primark is betting big on this pared-back yet luxe trend.

Following news that the Irish retailer will open its first dedicated Primark Home store in Belfast this month, this collection will be available to shop in-store and via Pinterest using Click & Collect, making use of Pinterest’s Collage tool to encourage shoppers to trial pieces from the collection before buying.

The collection’s launch will be accompanied by an integrated marketing campaign across 70 storefronts, which will see Pinterest Collage-inspired window displays visualising the collection. Meanwhile, Primark’s home range will feature across spotlights, shopping ads and home feed takeovers on Pinterest.

Much like two UK-based partnerships – retailer Dunelm’s recently launched collaboration with interior designer and TV personality Sophie Robinson, and George at Asda’s ongoing partnership with TV presenter Stacey Solomon – Primark’s astute collaboration with Pinterest highlights the power of social media as a driver of trends. Clever brands should take note of the potential of such collaborative collections to tap into consumer desires and drive spending at budget price points.