eBay reveals Christmas shopping trends as golden quarter looms

As retailers head into the golden quarter, and the build up to the festive period commences, new research from eBay Advertising UK has revealed shopper attitudes and preferences when Christmas shopping.

What should raise a smile for businesses is festive budgets are on the rise, as 32% of shoppers intend to spend more this year – up from 24% in 2024.

The trend is even more pronounced among younger shoppers, with 56% of Millennials and 51% of Gen Z planning to increase their budgets, suggesting a desire to ‘go big’ on festive shopping.

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 over a quarter (26%) planning to spend less, highlighting a “generational divide” in festive attitudes.

Another key take from the survey of 2,000 Christmas shoppers reveals that ‘self-gifting’ is set to surge, with almost one in three people (29%) saying they will prioritise themselves when Christmas shopping, rising to 50% of Millennials admitting they aim to spend more on themselves than family and friends this Christmas.

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 – “a mix of indulgence and practicality” that reflects evolving shopper priorities.

Over half (56%) of shoppers say online ads have directly influenced their buying decisions during the Christmas season and, with budgets on the rise, shoppers are turning to online marketplaces like eBay to find both inspiration and value.

Convenience and price remain key drivers, as 38% say they shop on marketplaces to save time, while 33% appreciate being able to buy for multiple people in one place, and 31% are motivated by better deals.

Additionally, in terms of purchase influences, over half of shoppers (51%) say they often wait for promotions or discount codes before buying gifts.

Billy Mills, Senior Director of Enterprise Seller Development & Brands at eBay, said: “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.”