A survey reports Pinterest content makes it easier for consumers to find the best gifts and plan the perfect holidays.

The winter holidays mark one of the busiest seasons for consumers and companies, but Pinterest is making it easier for both parties to kick back and relax. Market research company Lab 42 surveyed 500 Pinterest users and discovered 92 percent said holiday planning is less stressful, thanks to the social media content they discover. To capitalize on the B2C marketing opportunities without making a hard sell, it’s advisable for brands to run campaigns that are both promotional and trendy.

Companies may not even need to push products heavily because the inspiration, education and ideas they share on Pinterest build goodwill with customers. Seven in 10 respondents said they feel connected to businesses they follow on the network.

However, there are clear benefits to creating Pins based on products and services. Around 19 percent of survey participants have reportedly spent more money during the holidays because they were ‘Pinspired’ by brand content in the site, and 59 percent have purchased items after first seeing them on the network.

Seven in 10 respondents said they feel connected to businesses they follow on the network.

This report offers very different findings than those Brafton covered last summer from a NBC Today Show survey, where a separate group of participants reported feeling ‘Pintimidated’ by the picture-perfect images they found on the platform. Perhaps consumers have rolled up their sleeves and embraced their craftier sides, or they may simply be using the site to inspire gift ideas for those hard-to-shop-for relatives and friends.

Regardless, it seems Pinterest is not be discounted in the social media race. The network is a marketer’s best friend when it comes to subtly pushing target audiences through the sales funnel and generating brand awareness.

Lauren Kaye is a Marketing Editor at Brafton Inc. She studied creative and technical writing at Virginia Tech before pursuing the digital frontier and finding content marketing was the best place to put her passions to work. Lauren also writes creative short fiction, hikes in New England and appreciates a good book recommendation.