eBay Advertising research finds that Gen Z is leading the way on fashion spending this summer

Gen Z is leading sales of fashion this summer, with 77% of these consumers planning to shop for clothes or accessories, compared to 53% of UK consumers overall, according to new research from eBay Advertising.

It surveyed 2,000 UK consumers about their spending plans this summer and found 66% of Gen Z consumers refresh their wardrobe at least once a month, compared to 43% of the general UK population.

Online marketplaces were the most popular shopping destinations for both Gen Z, with 38% of these consumers planning to shop on these sites, and Millennials at 40%. Online marketplaces were more popular than high street stores, brand websites, department stores or social media platforms.

Secondhand fashion is also popular, with 22% of Gen Z consumers actively shopping for pre-loved items and 37% open to the idea. 

The research also found Gen Z consumers to be conscious of costs, with 46% prioritising affordability, although an equal percentage said that they place higher importance on the quality of clothing they buy.

40% of UK consumers said online advertising influences their buying decisions, although this was higher for members of Gen Z (64%) and Millennials (58%). 

“Gen Z are leading the charge this summer, and online marketplaces are their shop floor of choice. By combining great deals with high quality, transparent listings, and placing ads where they’ll have the most impact, sellers have a real opportunity to convert inspiration into action,” comments Billy Mills, Senior Director of Enterprise Seller Development and Brands at eBay.

Earlier this year, eBay Advertising research showed that Brits prioritise were prioritising their gardens this spring despite financial pressures.

2025 RTIH INNOVATION AWARDS

Online retail 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.