Creators and small businesses who understand
what holiday buyers are actually searching for
gain an enormous advantage — not just in reach, but in revenue.

This report breaks down the top keywords, trends, and search behaviors happening across platforms this holiday season, and shows you how to optimize your content to be discovered exactly when people want to buy.

The Social Search Shift (Explained Simply)

1. People now search inside platforms, not on Google.

Search bars on Instagram, TikTok, and Pinterest are now the #1 way younger audiences discover gift ideas.

2. Algorithms prioritize intent – not hashtags.

Keyword captions, regional tagging, and content format relevance determine whether you appear in holiday search feeds.

3. Shopping behaviors differ by platform:

The 2025 Holiday Keyword Dataset

These keywords are sourced from social search trends, platform autocomplete data, and Q4 behavioral patterns.

A. Universal High-Intent Holiday Keywords (All Platforms)

Use these as caption anchors, alt text, and on-screen text for Reels.

• “gift ideas 2025”

• “best gifts for ___ (mom/dad/boyfriend/colleagues)”

• “holiday deals near me”

• “unique gifts for ___”

• “trending gifts 2025”

• “last-minute gift ideas”

• “affordable gifts that don’t look cheap”

• “viral TikTok gifts 2025”

• “what to buy ___”

Pro tip: Swap hashtags for natural-language phrasing.
Example: “Looking for last-minute gift ideas? Here’s what’s trending in LA this week.”

B. Instagram Holiday Search Keywords (Region-Based)

Instagram is pushing local-first search, so geo-optimized keywords matter.

City-specific examples:

• “Christmas events [city name]”

• “small business gifts [city]”

• “holiday markets [neighborhood]”

• “best local boutiques [city]”

• “gift ideas under $50 [city]”

C. TikTok Holiday Search Keywords

Holiday TikTok behaviors are driven by discovery loops.

Top keyword clusters:

• “TikTok made me buy it (2025)”

• “viral stocking stuffers”

• “holiday home decor aesthetic”

• “budget-friendly gifts amazon finds”

• “gifts for people who have everything”

Trending niche categories:

• cozycore

• office gift swaps

• tech under $25

• self-care gifts

• creators’ “top 5 gift lists”

D. Pinterest Holiday Search Keywords (High Conversion)

Pinterest users come with intent — these rank extremely well:

• “Pinterest holiday gift guide 2025”

• “DIY Xmas gifts”

• “minimalist holiday decor ideas”

• “gifts for introverts/extroverts”

• “gifts by personality type”

• “cute gift wrapping ideas 2025”

E. LinkedIn Seasonal Search Keywords (B2B Holiday Marketing)

Surprisingly high volume in Q4:

• “holiday email templates B2B”

• “best client gifting ideas 2025”

• “corporate gift ideas under $100”

• “Q5 planning 2026”

• “end of year business strategy”

How to Rank for These Keywords (Without Feeling Spammy)

Here is the 2025 formula used by accounts whose content consistently appears in holiday search feeds:

1. Swap hashtags for “search-friendly captions.”

Use natural phrasing and front-load your key phrase:

Instead of:
#giftideas #holidaygifts #giftguide

Write:
“Need last-minute gift ideas? These are trending in Chicago this week.”

2. Add GEO signals (Instagram + TikTok)

Region matching matters heavily during holidays.

Add 1–2 of these:

• a city mention

• local tag

• neighborhood or area

• “near me” phrasing

3. Use keyword alt text

Instagram alt text is now directly used for ranking.

Example:
“Holiday gift ideas for moms — 2025 roundup from creators in Austin.”

4. Make one piece of content per keyword cluster

If “gifts under $50 for him” is trending, create:

• 1 Reel

• 1 carousel

• 1 Pinterest pin

• 1 TikTok

• 1 Threads text post

And link them together → cross-platform loop.

5. Add seasonal CTAs (high conversion)

Use search-friendly CTAs:

• “save this for later”

• “send this to someone shopping for you”

• “share with your holiday group chat”

The 2025 Holiday Keyword Swipe File (Copy + Paste)

Use these exactly as is:

For Reels/TikTok captions:

• “The top gifts trending in [city] this week.”

• “Holiday gifts nobody will return.”

• “2025 gift guide for people who are impossible to shop for.”

• “If you need last-minute gift ideas, start here.”

For Pinterest:

• “Minimalist holiday decor ideas — mood board 2025.”

• “Gift ideas by personality type.”

• “Stocking stuffer ideas kids actually like.”

For LinkedIn:

• “Client gifting ideas that don’t feel corporate.”

• “Holiday outreach scripts that get replies.”

Keywords Are the New Holiday Strategy

2025’s holiday season confirms the new truth:

If your content ranks in social search, you win the holidays.
If it doesn’t, you get buried — no matter how beautiful your visuals are.

Creators and brands who apply the right keyword strategy + GEO relevance can capture massive seasonal demand without posting more content.

Want your content to rank in holiday search?

UNUM shows you the keywords, regions, and formats that actually work.
Start your holiday search strategy → Try UNUM