Shoppers ‘more strategic’ this Black Friday says eBay research

How important is Black Friday in the UK consumer Christmas gift-buying  agenda? Very. With a key 49% of UK consumers likely to buy gifts on 28 November with 29% of all adults doing most of their Christmas shopping during the sales.

That’s according to digital retail giant eBay. But it also suggests more than a quarter (27%) of shoppers say they’ll finish their Christmas shopping before Black Friday even begins.

Shoppers, meanwhile, are also becoming more strategic in their purchases with 41% of them researching deals in advance, while 30% use the sales to stretch budgets without compromising on quality.

The good news is that budgets are rising, with 32% of shoppers looking to spend more this year than last (which was an average of £779).

But even as they spend more, value remains king, with 66% of those who plan to buy Christmas gifts this year prioritising value for money and 59% citing product quality as the deciding factors in their festive purchases.

All that means “Black Friday remains a pivotal conversion moment,” according to Billy Mills, senior director of Enterprise Seller Development & Brands at eBay. 

He added: “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.”