New research from eBay Advertising UK reveals Gen Z will take the lead this Black Friday, doing much of their shopping through online marketplaces and apps.

The survey of 2,001 UK adults who celebrate Christmas found ​​nearly half (48 percent) are likely to buy Christmas gifts during the 2026 Black Friday sales – rising to nearly three-quarters (73 percent) among Gen Z.

A bigger slice of the Christmas budget

Shoppers overall are planning to set aside just over a ​​fifth (22 percent) of their total Christmas budget for Black Friday. For Gen Z, this rises to 37 percent – more than a third of their total festive budget.

​​​42 percent of Gen Z say they mainly use Black Friday to treat themselves, against a 25 percent average across all shoppers.

​​​Fashion is set to be a popular category this Black Friday, with 43 percent of shoppers planning to make a fashion purchase, followed by consumer electronics (35%) and beauty and grooming (34 percent). Gen Z are especially drawn to fashion – 56 percent plan to shop the category, well ahead of the average.

Black Friday is won on marketplaces and apps

Gen Z also looks set to lean heavily on digital channels for Black Friday shopping. A​​ third plan to do most of their shopping through online marketplaces (18%) or retailer apps (15 percent), ​​compared with 23 percent of shoppers overall, while just ​​15 percent of Gen Z plan to shop mostly in physical stores.

Advertising and video content also appear to play a greater role in Gen Z’s purchase decisions. ​​Nearly six in ten (59 percent) say sponsored or promoted placements appearing higher in search are important to them when buying gifts on online marketplaces this Christmas, compared with 40 percent of shoppers overall. ​​Meanwhile, 56 percent of Gen Z say video content is important, compared with 43 percent overall.

But getting seen isn’t enough. The fundamentals of a strong listing still matter, with ​​92 percent of shoppers saying a relevant title and description is important, and 9​​7 percent saying clear product images are essential.

Billy Mills, Senior Director, Global Advertising Sales, eBay, said: “Gen Z are heading into Black Friday ready to spend, and marketplaces are clearly going to play an important role in how they shop. For sellers, the opportunity is about understanding what buyers are looking for and making sure their products show up when it matters. Using those insights to inform how you promote your listings and shops can help you reach shoppers who are already in the market. With video content also influencing how younger shoppers make purchasing decisions, video ads in Promoted Listings offer another way for sellers to showcase their products and stand out. But getting their attention is only part of the job. Strong listings with clear images and relevant information can help turn that interest into sales and make the most of increased demand during Peak.”

Image courtesy of Unsplash. Photo credit: Shutter Speed.

 

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October 2026 issue

2026 A1 Buyers Guide