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- [1]37% of shoppers also say that online ads during the holidays influence their purchase decisions, help them find what they’re looking for, and encourage discovery.
- 1 in 4 will spend less this Christmas, while 15% have already started shopping to spread the cost
- 17% of consumers who celebrate Christmas will give away favorite items this Christmas in an effort to be more considerate, sustainable and cut costs
London, Great Britain – According to new research from eBay Advertising, shoppers are increasingly focused on value for money and smart spending this season, with nearly 1 in 4 planning to cut back on their holiday spending.
A survey of 2,006 UK consumers celebrating Christmas found that 17% will opt for popular gifts this year rather than buying new items as a means of reducing their environmental impact.
Of those who plan to buy popular items, 81% say it’s to save money – although consumers are also choosing popular items as a way to be more sustainable (68%) and give unique and thoughtful gifts (67%) . They most often choose popular gifts such as clothes (60%), jewelry (38%), computers/tablets (22%) or even garden and patio furniture (14%).
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As inflation forces people to tighten their wallets, British consumers are not only planning to spend less this Christmas, but also spreading the cost over the whole year. [2]25% said they intend to spend less on shopping and celebrating this year, after spending an average of £625.57 in 2023. 28% also said they would start their Christmas shopping and preparations earlier this year than last year – with 15% saying they had already started – in an effort to keep spending manageable in the run-up to Christmas.
Value for money and product quality are also seen as more important to shoppers this year when deciding where and what to spend. 58% of Britons say their top priority is good value for money when shopping for Christmas this year, up from 51% in 2023, while 42% say their top priority is the quality of the products they buy, up from 31 % in 2023.
Distribution of generational behavior
The survey results pointed to significant differences in shopping behavior between generations during the holiday season. Younger shoppers (aged 16-24) were more likely to purchase used, pre-loved or refurbished items, with a particular focus on clothing. In contrast, older generations (ages 45-54) still showed significant interest in popular items, but with a greater focus on categories such as patio furniture and electronics.[3] 66% of 16-24 year olds prefer jewelery compared to 31% of 45-54 year olds. Among all age groups, clothing was the most popular type of gift.
Highlighting these generational differences. Jewelery 16-24 year olds preferred jewelery more when 66% chose it as a gift compared to just 31% of 45-54 year olds. Across all age groups, however, clothing emerged as the most preferred type of gift.
Interestingly, Black Friday’s appeal among younger shoppers is waning. While 25% of this group said they did most of their Christmas shopping during Black Friday in 2023, that number dropped to just 16% in 2024. This trend suggests that retailers may need to adjust their strategies to keep pace as the holiday season approaches.
The ad that drives the holiday
The survey also reveals a significant increase in the influence of online ads this year, with 37% of shoppers surveyed saying that these ads influence their purchasing decisions during the holidays. This represents a 3% increase from last year’s figure of 34%, demonstrating how online ads are becoming more effective in helping consumers find what they are looking for and discover new products.
Examining the findings in more detail, it is clear that younger age groups in particular are more likely to be influenced by online ads, with more than half (58%) of 25-34 year olds saying they are influenced by online ads when it comes to buying holiday gifts and 56% 16-24 year olds say the same.
In addition, nearly half (49%) of consumers said that sales and promotions are likely to influence their spending this Christmas, as they view promoted and sponsored ads as offers from quality retailers. Specifically, 56% of 25-34-year-olds and 56% of 35-40-year-olds said that sales and promotions could influence their purchases when shopping online this Christmas.
Billy Mills, Sr Director, Global Advertising at eBay commented: “With Christmas still a few months away, many shoppers are already trying to get ahead, planning their spending ahead of time, spreading costs where they can and looking for the right deals. A growing number are also considering donating favorite items to save money and be more sustainable. This creates a clear opportunity for retailers to start reaching potential customers now and help them discover unique, thoughtful and high-value products before the holidays.
“Research and market insights show that by using the right tools and strategies, retailers and brands can help increase their visibility and drive early customer engagement. Advertising can enable them to better discover products and drive sales well in advance of key high season events such as Black Friday and Christmas, leading to sustained growth throughout the season and ensuring they can secure their share of holiday spending.”
About research
All research was conducted by Censuswide as follows:
● Between 30/06/23 and 23/04/23 for a sample of 2,067 UK consumers celebrating Christmas
● Between 05/07/2024 and 19/07/2024 for a sample of 2,006 UK consumers celebrating Christmas
Censuswide adheres to and employs members of the Market Research Society and adheres to the MRS Code of Conduct and ESOMAR Principles. Censuswide is also a member of the British Polling Council.
About eBay advertising
eBay Advertising is a trusted partner to some of the world’s biggest brands and sellers of all sizes. Their innovative and transparent approach helps customers think beyond ad spend and unlock data-driven insights and strategies that power their success and reach customers around the world who are ready to buy now.
[1] Combines “Somewhat – I’m open and ads help drive discovery” and “A lot – I rely on ads to help me find exactly what I’m looking for”
[2] Combines “Much less” and “Somewhat less”.
[3] *Those who are likely to “buy second-hand / pre-loved / refurbished rather than new”