Billy Mills, Senior Director of Enterprise Seller Development & Brands at eBay, explores how AI and advertising on marketplaces are driving Christmas 2025 spending:
Even before the first decorations go up, festive shopping is already front of mind for many Brits. In fact, according to our research, one third (32%) of UK shoppers plan to begin their Christmas shopping by September.
For sellers, Peak season is the biggest sales moment of the year – and Christmas 2025 is shaping up to be bigger, bolder, and more generous than ever.
According to eBay Advertising’s latest research, UK shoppers are ready to spend big, with festive budgets up nearly 25% from 2023, and one in three shoppers (32%) planning to increase their spending this year.
But with bigger budgets comes bigger expectations. Shoppers are weighing up where to buy, what offers to trust, and how to get the best value. That’s why marketplaces, powered by smart advertising and AI tools, are fast becoming the go-to space where festive intent meets opportunity.
Making the most of marketplaces
Shoppers may be ready to spend more this year, but they’re clear about what they want from the experience: convenience (38%), variety (33%), deals and discounts (31%), and unique items (26%).
While budgets are on the rise, value remains a non-negotiable. More than half of shoppers (51%) say they wait for promotions or discount codes before making a purchase, creating valuable opportunities for sellers to align campaigns with peak buying moments.
To cut through the noise, sellers should focus on combining strong listings with smart advertising. Compelling visuals, clear storytelling, and well-timed promotions consistently deliver results – but even the best listings need visibility to perform.
That’s where marketplaces come in. Marketplaces not only capture demand within their own ecosystems, but also extend sellers’ reach to shoppers already searching elsewhere. For example, eBay’s Promoted Offsite drives traffic from platforms like Google directly to marketplace listings, helping sellers connect with shoppers at the very moment intent is highest.
Why ads are driving festive decisions
When it comes to Christmas shopping, visibility matters – but influence matters even more. Over half of UK shoppers (56%) say online ads shape what they buy, and 57% are likely to click while browsing for gifts.
Marketplace search ads stand out as particularly powerful, with one in five shoppers (21%) most likely to click ads that appear directly in search results. And timing is critical: campaigns that sync with pre-Christmas deals, flash sales, or last-minute gift hunts see the strongest engagement.
eBay’s advertising solutions give sellers the tools to meet this demand – surfacing their products in front of motivated buyers just at the right moment, helping them stay ahead of the competition and secure sales throughout the festive season.
AI is becoming Santa’s helper
It’s no secret that AI has taken off – and festive shopping is no exception. In fact, more than half (53%) of shoppers expect to use AI tools this Christmas to generate gift ideas (24%), compare prices (24%), plan budgets (22%), and create shopping lists (21%).
For sellers, AI is also coming into its own – not just as a buzzword, but as a set of practical tools that make peak preparation faster and more effective. eBay’s Generative AI description generator and Magical Bulk Listing Tool make it easier to create optimised product descriptions, streamline bulk uploads, and enhance overall product presentation.
Together, these trends highlight AI’s dual role: empowering buyers to make smarter decisions while enabling sellers to present their products more effectively. With AI-assisted listings and AI-assisted listings and AI-powered advertising — including eBay’s suggested campaigns for Promoted Offsite and Promoted Shops — sellers can launch smarter, easier, and fully optimised campaigns in just a few clicks.
Turning peak season into long-term growth
Peak Season 2025 is more than a sales opportunity – it’s a moment for sellers to think strategically about how to reach high-intent shoppers across every category.
By combining data-driven but also AI-powered campaigns, sellers can transform festive shopping intent into real sales. Marketplaces like eBay provide the tools and environment sellers need to maximise visibility, stand out from the competition, and connect with shoppers at exactly the right moment.
Those who embrace these tools will capture a bigger share of festive budgets – and build the foundations for success well beyond Christmas.
Peak season is here – and shoppers are ready. The question is: will you be there to meet them? With the right tools, sellers can make this another successful season — and lay the groundwork for year-round growth in 2026.
For a deeper dive into consumer behaviour and attitudes this festive season, explore the eBay Advertising 2025 Peak Season Report infographic here.
About the research
All research was undertaken on behalf of eBay Advertising by Censuswide, with fieldwork conducted from 11th July to 15th July 2025 for the 2025 survey. The survey sample was 2,001 adults in the UK who celebrate Christmas.
Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Censuswide is also a member of the British Polling Council.
