The latest research  from eBay Ads reveals that as consumers look for value for money this Christmas, certain cohorts are laser focused on using peak season sales to get more bang for their buck when gift shopping.

The findings show younger shoppers as a key group intending to capitalise on sales opportunities due to cost pressures, as almost half (49 percent) of 16–34-year-olds plan to take advantage of sales throughout the remainder of the year to save money on gifts.

Indeed, over a quarter (27 percent) of 16–34-year-olds also consider Black Friday to be the start of festive shopping season, and a fifth (22 percent) of 16-34 year olds do all their Christmas shopping during the Black Friday sales.

Shoppers influenced by ads also primed to spend this Black Friday

The research also finds that those who are inspired by ads during peak season – totalling over a third (34 percent) of the UK population – are another target demographic during the Black Friday sales. Over half (54 percent) of shoppers that are influenced by ads, cite Black Friday as the start of Christmas shopping, whilst 44 percent earmark Black Friday as the time to do their festive shopping.

The importance of Black Friday as a retail moment can’t be understated for this group, as a third (33 percent) of shoppers influenced by ads reveal that if it wasn’t for Black Friday they’d struggle with the cost of their seasonal shopping.

Upasana Gupta, GM, eBay Ads UK, said: “In light of ongoing financial pressures, many Brits are exercising caution with their festive spending. Sales moments like Black Friday are proving to be a lifeline for those determined to create a memorable Christmas despite budget constraints, with younger shoppers and those looking to ads to help ‘spark discovery’ seizing this moment in the festive calendar.

It’s vital that brands and sellers leverage advertising tools from now until the end of the year to ensure they harness their influence during this key promotional period, converting perusal into purchase among those eagerly awaiting deals.”

Image courtesy of Unsplash. Photo credit: freestocks.


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May 2024 issue

2024 A1 Buyers Guide