eBay flags surge in self-gifting as Millennials spend more on themselves than others at Christma

New research from eBay Advertising UK reveals that Brits are putting themselves at the top of their gift lists. A survey of more than 2,000 Christmas shoppers found that 29% tend to spend more on themselves than friends or family at Christmas - jumping to 50% of Millennials. 

Fashion and accessories top Brits’ self-gifting list this Black Friday and Christmas (31%), with beauty and wellness (27%), electronics (24%), household essentials (23%) and gaming (19%) close behind.

The research reveals an opportunity for retailers, with shoppers planning to splurge more this festive season. In fact, 32% are looking to spend more this year than last - up 24% from 2024.  

The trend is even more pronounced among younger shoppers, with 56% of Millennials and 51% of Gen Z planning to increase their budgets. Millennials are also the biggest spenders overall, with an average Christmas budget last year of almost £1,000 (£993.77), compared to the UK average of £779. In contrast, Generation X are showing signs of caution, with just 26% planning to spend less.

Shoppers are turning to online marketplaces like eBay to find both inspiration and value. Convenience and price remain key drivers - 38% say they shop on marketplaces to save time, and 33% appreciate being able to buy for multiple people in one place, while 31% are motivated by better deals.  

But with 51% admitting they often wait for promotions or discount codes before buying gifts, marketplaces that surface the right offer at the right time are well positioned to convert intent into sales. Advertising plays a decisive role in shaping purchase behaviour, according to the research. 56% of shoppers say online ads have directly influenced their buying decisions during the Christmas season. 

Billy Mills, Senior Director of Enterprise Seller Development & Brands at eBay, comments: “This peak season isn’t just about gifting - it’s about recognising the moments shoppers choose for themselves. We’re seeing a clear shift, especially among Millennials, towards more personal, feel-good spending.”

“That’s a real opportunity for sellers: to position products not just as thoughtful gifts, but as meaningful purchases that resonate. Marketplaces like eBay are uniquely placed to meet that moment - helping people discover items that offer both value and personal reward, exactly when they’re ready to buy.”

2025 RTIH INNOVATION AWARDS

Online marketplaces will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.