Cost-of-living pressures during the Christmas period are causing Brits to take a cautious approach to the festive season, with one in three shoppers admitting they are influenced by online ads during Christmas shopping.
The annual Christmas Spend Trends research from eBay Ads UK has revealed that the ongoing economic squeeze will lead to what the ecommerce giant is calling ‘thoughtful’ rather than ‘materialistic’ gifting this year.
The report also highlighted the key role of online advertising in driving festive sales.
Advertising continues to play a significant role on consumers’ purchasing decisions, with more than a third (34%) of shoppers admitting to being directly influenced by online ads during the peak season.
Some respondents said that the digital ads simply ‘help spark discovery’, while others rely on them more heavily to ‘help them find exactly what they are looking for’.
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However, more than half of those surveyed (51%) said that ‘value for money’ will be their key priority for the festive season.
“Following ongoing economic pressures, it’s to be expected that many Brits are taking a more cautious approach to their Christmas spending this year,” said eBay Ads UK general manager, Upasana Gupta.
“It’s pivotal that retailers are alert to those worrying about their finances during the run up to Christmas, ensuring there is ‘value’ in the inventory on offer – be that price or quality, it’s clear consumers are looking for their money’s worth.”
She added: “In the run up to the busiest retail period of the year, it’s key for brands and sellers to invest in their marketing strategies, to engage and inspire consumers throughout their Christmas shopping journey.”
