Fresh insights from eBay Advertising UK based on thier latest research of over 2,000 UK Christmas shoppers highlights how consumers are approaching Black Friday this year — spending more, shopping earlier, and taking a more strategic approach to festive purchases. It also shows the growing role that advertising plays in influencing consumer decisions.
- Black Friday remains key: 49% of UK consumers that plan to buy Christmas gifts this year are likely to buy gifts on Black Friday, with 29% of all adults doing most of their Christmas shopping during the sales
- Sales fuel tech splurges: 26% shop during the Black Friday sales to take advantage of deals on tech or big-ticket items.
- The season is spreading out: more than a quarter (27%) of shoppers say they’ll finish their Christmas shopping before Black Friday even begins
- Shoppers are becoming more strategic: 41%* research deals in advance, while 30% use the sales to stretch budgets without compromising on quality.
- Budgets are rising: nearly a third (32%) of shoppers are looking to spend more this year than last (which was an average of £779)
- But even as they spend more, value remains king: 66% of those who plan to buy Christmas gifts this year prioritise value for money and 59% cite product quality as the deciding factors in their festive purchases.
Black Friday remains a pivotal conversion moment,. But with shoppers more value-driven than ever, the competition for share of wallet this peak season is intense. Retailers need to stand out. Smart, data-led campaigns that meet buyers where they are will make the difference. With over half of shoppers saying online ads influence their Christmas purchases, the opportunity is clear: be early, stay visible, and deliver real value all season long. That’s how brands win.
– Billy Mills, Senior Director of Enterprise Seller Development & Brands, eBay
