The latest research from eBay Ads reveals that as consumers look for value for money this Christmas, certain cohorts are laser focused on using peak season sales to get more bang for their buck when gift shopping. The findings show younger shoppers as a key group intending to capitalise on sales opportunities due to cost pressures, as almost half (49 per cent) of 16–34-year-olds plan to take advantage of sales throughout the remainder of the year to save money on gifts.
Indeed, over a quarter (27 per cent) of 16–34-year-olds also consider Black Friday to be the start of festive shopping season, and a fifth (22 per cent) of 16–34-year-olds do all their Christmas shopping during the Black Friday sales.
The research also finds that those who are inspired by ads during peak season – totalling over a third (34 per cent) of the UK population – are another target demographic during the Black Friday sales. Over half (54 per cent) of shoppers that are influenced by ads, cite Black Friday as the start of Christmas shopping, whilst 44 per cent earmark Black Friday as the time to do their festive shopping.
The importance of Black Friday as a retail moment can’t be understated for this group, as a third (33 per cent) of shoppers influenced by ads reveal that if it wasn’t for Black Friday they’d struggle with the cost of their seasonal shopping.
Upasana Gupta, GM, eBay Ads UK, said: “In light of ongoing financial pressures, many Brits are exercising caution with their festive spending. Sales moments like Black Friday are proving to be a lifeline for those determined to create a memorable Christmas despite budget constraints, with younger shoppers and those looking to ads to help ‘spark discovery’ seizing this moment in the festive calendar.”
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