It’s beginning to feel a lot like Christmas for Covid weary Brits

A quarter of Christmas celebrating Brits will have started thinking about their shopping before the end of August, according to research from eBay Ads UK.

The company surveyed 2,005 UK consumers and also found that people anticipate a more ordinary festive season than last year.

Three in five respondents feel optimistic that they’ll be able to celebrate as usual, while half think that this Christmas will feel traditional and plan to do what they always do. A quarter believe it will be more exciting this year – up from just 16% in 2020.

27% are planning to start their shopping and preparations earlier than they did last year, and two fifths will have finished their shopping before December even starts.

In comparison, when asked the same question in 2020, only 25% of consumers said they would complete their purchases before December.

And, while people report having spent slightly less, on average, on presents and celebrations in 2020 (£527.88) compared to 2019 (£551.34), this year many consumers are planning to spend more.

According to the research, 30% of consumers plan to spend more, and only 15% plan to spend less. In 2020, only 13% said they’d spend more, and 31% said they’d spend less.

Many people are, however, still worried about further disruption due to Covid-19. 45% are likely to put off making plans for Christmas until the last minute, and 30% are so worried about more disruption that they might even celebrate early with friends or family.

Harmony Murphy, GM Advertising UK at eBay, says: “After so much stress and disruption over the past year and a half, and last Christmas especially, it’s brilliant to see Brits are finally feeling more hopeful about this year’s festive celebrations – albeit cautiously.”

“To make the most of the opportunity this presents, brands need to start engaging with customers early on to ensure they are front of mind when it’s time to purchase.”

“And, taking into account ongoing uncertainty, brands should also look to tap into the mindsets of their customers to make sure they are interacting with them in meaningful and relevant ways – however they are feeling this Christmas.”