Peak season is always an exciting time for retail, when months of preparation come together with the chance to connect with shoppers at their most engaged. And this year, the outlook is even stronger, with confident shoppers and clear opportunities for growth
Our latest research at eBay Advertising UK reveals that nearly one in three shoppers (32 per cent) are planning to spend more this Christmas than they did last year. That’s a strong sign that consumers are ready to embrace the season of treating, even as they continue to look for value, quality and convenience.
But with so much choice available, shoppers are becoming increasingly selective about where and how they spend. This year, it’s the retailers who truly understand their customers, and show up with relevance and great timing, who’ll make the biggest impact.
Self-gifting is on the rise
Our research shows that Brits are putting themselves at the top of their gift lists, with almost one in three saying they tend to spend more on themselves than on friends or family at Christmas, rising to 50 per cent among millennials. Self-gifting is driving sales across fashion, beauty and home essentials, reflecting shoppers’ desire for both indulgence and practicality.
Self-gifters are shopping with themselves in mind, so retailers need to give them a clear reason to choose their brand. Optimising listings with keywords like “go-to essential,” “everyday luxury,” or “perfect pick-me-up” can help products stand out when shoppers search items that feel rewarding but practical…
Support this with timely, data-led marketing: use personalised recommendations, retargeting and loyalty offers that prompt self-purchase at key decision moments, messaging around self-reward and reminding shoppers it’s okay to enjoy a festive treat of their own.
Festive shopping gets an AI upgrade
Artificial intelligence (AI) is also influencing how people discover and choose gifts. Our research shows that more than half of consumers plan to use AI tools to support their Christmas shopping. From finding inspiration and comparing prices to generating gift ideas that fit their budget, AI is helping shoppers make decisions with greater confidence, creating new pathways for discovery and engagement. As people rely more on these tools, shopping is becoming faster, more intuitive and more personalised.
For retailers, understanding how AI shapes those decisions will be key to staying visible and relevant.
That means using clear, descriptive product titles and copy that mirrors how people phrase AI searches, supported by high-quality imagery and consistent information across channels. Retailers can also experiment with conversational or question-style keywords (“best gifts under £50,” “ideas for tech lovers”) to help surface their products when shoppers turn to AI for inspiration.
The ad advantage this peak season
While AI is reshaping how shoppers browse and discover, advertising is still the magic that turns window shoppers into Christmas spenders. Our research shows that more than half of UK shoppers say online ads directly influence their festive purchases, with 57 per cnet likely to click on a seasonal campaign. It’s clear that advertising still has the power to inspire, and the brands that make it resonate will shine the brightest.
To stand out, brands don’t need to shout louder, they need to connect smarter. Success comes from understanding what matters most to shoppers and delivering campaigns that feel timely, relevant and personal. That could mean aligning activity with key shopping moments like Black Friday or using real-time audience insights to reach shoppers when they’re in discovery mode – for example promoting gift ideas in the evenings when people are browsing for inspiration.
And because today’s shopping journey is rarely linear, consistency matters. People browse, compare and explore across countless touchpoints – from search and social media to online stores. The brands that stay visible at every stage, delivering ads that both inform and inspire, will be the ones that turn interest into intent, and intent into sales.
Making this season count
This year’s peak season is full of opportunity. Brands that combine an understanding of evolving shopper behaviour with the precision of digital advertising and the possibilities of AI will be best placed to capture the spirit of the season.
Ultimately, success this Christmas isn’t just about selling more – it’s about connecting better. The brands that inspire confidence, celebrate individuality and deliver seamless experiences will be the ones shoppers remember long after the decorations are packed away.
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