Christmas comes early as eBay predicts rise in passion purchases
34% of Brits have already bought some Christmas-related items this year, including cards (17%), wrapping paper (16%), presents (13%) and decorations (8%), according to research from eBay Advertising.
The company surveyed 2,064 UK consumers and also found that 4% have even forked out on festive clothes and accessories.
This behaviour has been confirmed by insights into the shopping behaviour of the 32 million monthly users on ebay.co.uk, with 44% more searches for ‘Christmas’ or ‘xmas’ made on the site from April to May this year compared to the same period in 2019.
Purchases are predicted to be more passion driven this year, with the research revealing that 56% of consumers surveyed have taken up a new hobby or interest during the coronavirus lockdown, and 31% observed a family member doing the same.
Of those who have embarked upon a new hobby or interest, three quarters intend to continue with it for at least the rest of the year. The two most popular new hobbies taken up during the lockdown were gardening and baking.
Harmony Murphy, Head of Advertising UK at eBay, comments: “In a year steeped with uncertainty, the only thing we know for sure is that this year’s Christmas will be an incredibly important retail milestone. And, with so many events, occasions and gatherings cancelled this year, it’s easy to understand why Brits are already excited and planning ahead for a more thoughtful and meaningful celebration."
“However, with so much having changed this year – from plans and priorities to interests and incomes – brands now face a huge challenge as they look to make their Christmas campaigns relevant to a transformed consumer.”
“If they haven’t already, marketers must start planning and putting Christmas strategies into action – and use the freshest insights and smartest technology to reach the right people with the most meaningful messages."
37% of respondents said that income or financial security was a top factor that will influence what they decide to buy or how they spend on gifts and celebrations in the run up to Xmas. And, while last year UK consumers splashed out an average of £551 on shopping and celebrations, this year 44% are planning to spend the same this year, while a third will spend less.
