- [1]37% of customers additionally say on-line commercials through the holidays affect their buy choices, serving to them discover what they’re in search of and spark discovery.
- 1 in 4 might be spending much less on Christmas this yr, whereas 15% have already began buying to unfold the associated fee
- 17% of shoppers who have a good time Christmas might be gifting pre-loved objects this Christmas in efforts to be extra considerate, sustainable and reduce prices
London, UK – Consumers are more and more targeted on worth for cash and good spending this season, with practically 1 in 4 planning to scale back their vacation expenditures, based on new analysis from eBay Promoting.
The survey of two,006 UK shoppers who have a good time Christmas discovered that 17% will go for pre-loved presents this yr slightly than shopping for new objects, as a method of decreasing the environmental affect.
Of these planning to buy pre-loved objects, 81% say that is to economize – although shoppers are additionally selecting pre-loved as a technique to be extra sustainable (68%) and to offer distinctive and considerate presents (67%). They’re most probably to decide on pre-loved presents corresponding to clothes (60%), jewelry (38%), computer systems/tablets (22%), and even backyard and patio furnishings (14%).
Commercial
As inflation prompts individuals to tighten their purse strings, UK shoppers aren’t solely planning to spend much less this Christmas, but additionally unfold the associated fee all year long. [2]25% say they intend to spend much less on buying and celebrations this yr, after spending a median of £625.57 in 2023. 28% additionally say they are going to be beginning their Christmas buying and preparations earlier this yr than final – with 15% who say they’ve already began – in efforts to maintain spending manageable within the run-up to the festive interval.
Worth for cash and product high quality are additionally thought-about to be extra essential for customers this yr when deciding the place and what to spend. 58% of Brits say good worth for cash is their greatest precedence for Christmas buying this yr, growing from 51% in 2023, whereas 42% say the standard of the merchandise they purchase is their greatest precedence, growing from 31% in 2023.
Generational behaviour cut up
The survey findings highlighted notable variations in buying behaviour throughout generations through the vacation season. Youthful customers (aged 16-24) had been extra probably to buy second-hand, pre-loved or refurbished objects, with a specific concentrate on clothes. In distinction, older generations (aged 45-54) nonetheless confirmed vital curiosity in pre-loved objects, however with a better concentrate on classes corresponding to backyard furnishings and digital units.[3] 66% of 16-24 yr olds present a stronger choice for jewelry vs 31% inside the 45-54 yr olds age bracket. Amongst all age teams clothes was probably the most most well-liked kind of present.
Highlighting these generational distinctions. 16–24-year-olds expressed a stronger choice for jewelry with 66% deciding on it as a present in comparison with solely 31% of these aged 45-54. Nevertheless, throughout all age teams, clothes emerged as probably the most most well-liked kind of present.
Curiously, the attraction of Black Friday seems to be waning amongst youthful customers. Whereas 25% of this group reported doing a lot of their Christmas buying throughout Black Friday in 2023, that determine has dropped to only 16% in 2024. This development means that sellers may have to regulate their methods to take care of momentum as the vacation season approaches.
Promoting driving the vacation spend
The analysis additionally reveals a notable enhance within the affect of on-line commercials this yr, with 37% of customers surveyed stating that these adverts affect their vacation buy choices. This marks a 3% rise from final yr’s determine of 34%, demonstrating how on-line adverts have gotten more and more efficient in serving to shoppers discover what they’re in search of and uncover new merchandise.
Diving into the findings in additional element, it’s clear that the youthful age teams specifically usually tend to be swayed by on-line adverts, with over half (58%) of 25–34-year-olds say they’re influenced by on-line adverts in the case of shopping for festive presents and 56% of 16–24-year-olds saying the identical factor.
Moreover, practically half (49%) of shoppers stated gross sales and promotions are more likely to affect their spending this Christmas, as they take into account promoted and sponsored listings to be from high quality sellers. Particularly, 56% of 25-34 yr olds and 56% of 35-40 yr olds said that gross sales and promotions might affect their purchases when buying on-line this Christmas.
Billy Mills, Sr Director, World Promoting at eBay commented: “Whereas Christmas continues to be a number of months away, many consumers are already seeking to get forward, planning their spending prematurely, spreading the associated fee the place they will and looking for the proper offers. A rising quantity are additionally contemplating gifting pre-loved objects to economize and be extra sustainable. This creates a transparent alternative for retailers to start participating with potential prospects now, serving to them to find distinctive, considerate and excessive worth merchandise earlier than the vacation rush.
“Analysis and market insights present that by utilizing the proper instruments and techniques, sellers and types will help increase their visibility and drive buyer engagement early on. Promoting can enable them to boost product discovery and enhance gross sales properly earlier than key peak season occasions like Black Friday and Christmas, resulting in constant progress all through the season and guaranteeing that they will safe their share of the festive spend.”
In regards to the analysis
All analysis was carried out by Censuswide as follows:
● Between 30.06.23 and 04.07.23 amongst a pattern of two,067 UK shoppers that remember Christmas
● Between 05.07.2024 and 19.07.2024 amongst a pattern of two,006 UK shoppers that remember Christmas
Censuswide abides by and employs members of the Market Analysis Society and follows the MRS code of conduct and ESOMAR rules. Censuswide can be a member of the British Polling Council.
About eBay Promoting
eBay Promoting is a trusted associate to a number of the world’s greatest manufacturers and sellers of all sizes. Their revolutionary and clear strategy helps prospects assume past advert spend to unlock data-led insights and techniques that empower their success, reaching international customers prepared to purchase now.
[1] Combines ‘Considerably – I’m open-minded and commercials assist spark discovery’ and ‘So much – I depend on commercials, as they assist me discover precisely what I’m in search of’
[2] Combines ‘Considerably much less’ and ‘Barely much less’ choices
[3] *Those that are more likely to ‘Store for second hand / pre-loved / refurbished objects, slightly than new’
