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Strictly to prompt spending this Christmas, finds eBay Ads

Sophie Smith
14 December 2021

Strictly Come Dancing is predicted to have an influence on spending from this Saturday until Christmas, according to new data insights from eBay Ads UK.

With the 2021 final set to air this Saturday and the festive special on Christmas Day, eBay forecasts an increase in viewers shopping for what they've seen on TV.

Emphasised by eBay Ads, its new insights show an opportunity for brands to cash in on second screening, as viewers shop from the sofa on second devices.

Figures from 2020 reveal that on the day of last year’s final, searches for "strictly" and "ballroom" increased 30% and 23% compared to the day before. Additionally, during last year’s Christmas special, searches for ‘strictly’ also rose by 22%.

This year, eBay Ads saw searches for "strictly" increase by 104% on the day of this year’s first live show, compared to the day before, with searches for ‘ballroom’ rising 94% in the same timeframe.

The style of host Tess Daly is particularly influential with shoppers. When Daly wore a black halterneck jumpsuit during last year’s second live show, searches for "jumpsuit" rose up 28% at 8pm compared to the previous hour. Additionally, during the series semi-final in 2020, Daly’s pink floor-length gown prompted searches for "pink dress" to surge 161% at 7pm compared to the hour before.

On the day of last year’s final, searches for "ballroom dress" also increased by 75% compared to the day before and "tap shoes" rose by 31% in the same time frame.

Harmony Murphy, GM Advertising UK at eBay, said: “Strictly Come Dancing continues to be one of Britain’s most loved television shows and our data demonstrates that fans are online-and-inspired while each episode and dance is aired – presenting a great opportunity for brands to tap into this Strictly fever.

"As we approach this year’s final and Christmas special, brands should harness the freshest, real-time data insights that allow them to reach a nation of Strictly fans while they’re in the mood to dance, and shop.”

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