Shoppers plan to buy Christmas gifts early this year to save cash, reveals new research

New research by eBay Ads reveals shoppers plan to start buying Christmas gifts earlier this year to save money and get the best deals.

Its Christmas Spend Trends research, which surveyed 2,010 UK consumers who celebrate Christmas, found that a third (32 per cent) plan to start their Christmas shopping earlier than they did last year. Three in ten (29 per cent) said they aim to start buying gifts before the end of August. Almost a third (30 per cent) say the motive behind shopping early is due to rising inflation.

For this reason, shoppers say they will also prioritise gifts that add value to their loved ones’ lives. Over half (56 per cent) plan to buy thoughtful gifts for friends and family, three in ten (30 per cent) are looking for functional gifts and almost a quarter (23 per cent) will gift essential items as presents.

Bang for their buck

As inflation prompts shoppers to tighten their purse strings, six in ten (60 per cent) say value for money will be the most important factor when shopping for Christmas goods this year.

Three in ten of those polled (29 per cent) say they’re planning to spend less on Christmas this year, with almost a third (31 per cent) aiming to buy fewer gifts compared to 2021. Festive frivolities will also take a hit with a quarter (24 per cent) intending to spend less on celebration items such as food and decorations.

Black Friday is set to be a popular event this year as half of the shoppers involved in the survey (50 per cent) say they plan to take advantage of offers and deals to save money on gifts.

Upasana Gupta, GM, eBay ads UK, comments: “Christmas is approaching and although it’s undeniably set to be a tricky time for many consumers and businesses alike, there’s also still plenty of opportunities for brands and sellers across categories – especially those that are prepared to start engaging shoppers early on in the season. Indeed, traditional retail moments such as Black Friday remain important, businesses must be ready to reach people as they start to shop – with some starting as early as August.

“With many Brits more stressed and worried about their finances this Christmas, it’s clear that businesses need to be particularly sensitive to their moods and needs and adapt strategies accordingly. As well as appealing to their desire for good value, this means supporting shoppers in their quest to find the most special, meaningful or functional products that will help make this Christmas a merry one.”

Read the full eBay Ads UK Christmas spend trends 2022 report here.