eBay: 'Black Friday Remains A Pivotal Conversion Moment'

eBay Advertising UK's 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.  

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,” said Billy Mills, Senior Director of Enterprise Seller Development & Brands at eBay. “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.”

* ‘Strongly agree’ and ‘Somewhat agree’ answers combined

Source : eBay Advertising UK

Image : wichayada suwanachun / Shutterstock / 1217180158

For all the very latest news and intelligence on the UK's largest home improvement and garden retailers, sign up for the Insight DIY weekly newsletter.