eBay’s latest research of over 2,000 UK Christmas shoppers highlights how consumers are approaching Black Friday this year. UK Shoppers are 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.
All research was undertaken on behalf of eBay Advertising by Censuswide, with fieldwork conducted from 11th July to 15th July 2025 amongst 2,001 adults in the UK who celebrate Christmas.
Key data from eBay Advertising UK’s research
- 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
