Days are getting shorter and colder, the foliage is changing colors, and shoppers are coming back to eBay to get ready for the event-heavy fall season. Get yourself some pumpkin spice latte and read on to learn more about the recent consumer sentiment insights, key dates, and seasonal tips for eBay sellers.
Global consumer sentiment
Economic worries but willingness to splurge. According to the recent global survey conducted by McKinsey & Company [1], consumers across all ages and geographies are worrying about inflation and cost-of-living increases. However, they don’t hold back on indulging themselves with experiential activities and discretionary goods.
The US consumers demonstrate a boost of optimism (41% in Q3 against 33% in Q2), since the US economy has reached this year’s highest level in the third quarter of 2024, and inflation has been dropping consistently [2].
In western European countries, more than half of consumers (53%) have mixed feelings about the economy. Only 36% of respondents plan to splurge in Q3, while 64% remain cautious about spending due to economic volatility and geopolitical climate [3]. Nevertheless, gradually declining inflation and slightly growing incomes may still result in stable spending.
Brand loyalty is fading. Consumers tend to trade down trying to get better value for their money. In advanced markets, more than one third of respondents have tried different brands, and about 40% have switched retailers because of discounted prices. Interestingly, even older consumers who used to be more conservative than other age cohorts, are now exploring alternatives and embracing new brands. 36% of respondents plan to buy from private labels, and 60% believe that private-label goods are equal in quality or even better than products from large corporations [1].
Deprioritizing sustainability. Economic uncertainty and rising inflation affect purchase decisions: consumers are less inclined to pay a premium for environmentally friendly goods, such as clothes and personal care products [1].
Rising popularity of wellness. Emerging markets demonstrate rapid growth of demand for such products. For example, in India 44% of respondents intend to spend more on fitness and wellness, and 29% — on vitamins and supplements. 48% of women in emerging markets state that they intend to splurge on personal care, wellness and beauty products. Interestingly, not only younger generations are willing to invest in this category. Gen X and baby boomers in emerging markets plan to splurge on wellness products as well! In advanced markets, however, only 27% of women plan to indulge themselves with such purchases [1].
Key dates and popular categories
Holidays, festivals and significant dates are eBay sellers’ sources of marketing inspiration. They usually generate a lot of emotions you can appeal to when planning your social media posts, creating marketing banners, launching ad campaigns and offering discounts, making holiday-themed item photos and imbuing your Store with festive spirits.
Please note: below you will find information about popular holidays from different countries and regions. When choosing what items to include in your inventory, remember to check what dates and festivals are observed in the countries you ship to.
September 1: Back to School
This date is not a holiday, and there are no particular traditions, but it’s a major shopping period for families with children. September 1 marks the beginning of a new academic year in schools and colleges, so there’s an uptick in demand for stationery, school clothes, educational gadgets, planners, etc. Families are usually looking for saving opportunities, so they are more willing to buy items with volume discounts, special bundle prices, and shipping discounts.
What’s in demand:
- Stationery products
- Clothes and footwear for school
- Bags and backpacks
- Laptops and tablets
- Activewear and sneakers
- Planners
- Storage solutions
October 30 — November 3: Diwali (India)
Diwali, or Festival of Lights, is India’s biggest holiday. It is also observed by Hindu communities in other countries — for example, the largest Diwali celebration outside India is in Leicester, UK. The meaning of this festival is to celebrate the victory of light over darkness and good over evil. People observing Diwali usually shop for gold or kitchen utensils to bring good fortune, set off fireworks, decorate houses with oil lamps and other ornaments. Families get together to feast, exchange gifts and make offerings to deities.
What’s in demand:
- Oil lamps, candles, fireworks
- Traditional Indian clothes
- Gold jewelry
- Garlands and wall hangings
- Centerpieces and table runners
- Traditional Indian sweets
October 31: Halloween
Halloween is a popular holiday known for its spooky vibes and fun traditions. People of all ages decorate their houses with eerie ornaments such as carved pumpkins, spiders, skeletons. A key tradition for children is trick-or-treating, where they go door to door collecting candy from neighbors. Many adults also join in by attending costume parties and hosting haunted house events. If you want to capitalize on this event, add Halloween costumes, decor and themed treats to your eBay inventory. It’s also recommended to customize your listings and store in a festive way.
What’s in demand:
- Spooky home decor
- Scary outdoor decor ornaments
- Halloween-themed props and animatronics
- Costumes and accessories
- Themed pet costumes
- Themed treats
- Warm hoodies, jackets, and vests
- Halloween party supplies
- Blankets, throws, warm slippers
November 1, 2: Day of the Dead (Latin America)
The Day of the Dead (Día de Muertos) is a vibrant holiday observed on November 1 and 2 in Mexico and some other countries of South America. During this festival, families honor and remember their loved ones who have died. Being a blend of Mesoamerican indigenous traditions and Catholic rituals, the Day of the Dead is known for festive, joyful gatherings. Families build altars, which include photos, favorite foods, and mementos of the deceased to welcome their spirits back for the celebration. The key symbols of the holiday are calaveras (skulls) and calacas (skeletons), often represented in art, decorations, and sugar candies.
What’s in demand:
- Candy skulls or skeletons
- Colorful themed ceramics
- Candles and garlands
- Traditional incense (copal)
- Themed decor
November 5: Guy Fawkes Night (UK)
In the United Kingdom, Guy Fawkes Night (Bonfire Night, Fireworks Night) is more widely celebrated than Halloween. Initially, it was meant to commemorate a failed attempt to murder King James I in 1605. When Guy Fawkes, the head conspirator, was arrested, happy citizens made bonfires in the street. Today, people celebrate this date with bonfires, straw effigies of Guy Fawkes, and spectacular firework shows. Promotion strategies will help you bring more attention to your inventory.
What’s in demand:
- Barbecues grills and tools
- Fire pits
- Firework-effect LED lights
- Glow-in-the-dark toys
November 11: Singles’ Day (China)
Singles' Day, or Double 11, is an unofficial holiday — a celebration for those who are not in romantic relationships. Initially, it was invented by a small group of Chinese bachelors as a response to couple-centric holidays. Later it gained popularity and grew into a massive shopping holiday associated with significant discounts and offline entertainment. The holiday has since spread beyond China, gaining popularity in other countries, particularly in Southeast Asia. The meaning of Singles’ Day is to have fun, enjoy your freedom, and buy yourself whatever gift you want.
What’s in demand:
- Personal care and beauty products
- Apparel and accessories
- Consumer electronics
- Pet supplies
- House appliances
November 28: Thanksgiving Day (US)
Thanksgiving is an American holiday that dates back to the early 17th century when Pilgrims and Native Americans feasted together in a celebration of a bountiful harvest. For many people, this holiday is a chance to have a hearty meal with your loved ones and say thanks for the blessings of the year. The traditions include cozy family gatherings, roasted turkey and a pumpkin pie. Before Thanksgiving, a lot of eBay buyers are looking for themed decor and tableware, roasting pans and other cooking supplies. If you want to attract more attention to your listings, share them on social pages and add compelling visuals.
What’s in demand:
- Themed homeware and decor
- Roasting pans
- Tablecloths and tableware
- Stuffed toys and other gifts
- Themed party supplies
- Themed apparel
November 29 and December 1: Black Friday and Cyber Monday
Black Friday follows Thanksgiving Day and marks the beginning of the holiday season shopping rush. Cyber Monday was initially an online counterpart of Black Friday, but today both dates are freely used by ecommerce and brick-and-mortar stores alike. eBay sellers use Black Friday and Cyber Monday as marketing opportunities to offer sales and discounts. Savvy shoppers usually come to eBay looking for bargain prices on gadgets and consumer electronics, but there is also an uptick in many other categories. Read more about capitalizing on Black Friday in this section about peak season.
What’s in demand:
- Smartphones and other gadgets
- Consumer electronics
- House appliances
- Warm apparel and footwear
- Video consoles and games
- Christmas decor and string lights
- Toys, gifts, and collectibles
How to appeal to your buyers during fall
Understanding consumer psychology will help you influence buyers’ purchase decisions and create marketing materials that resonate with their mood.
Create a sense of warmth and relaxation. When taking photos and videos of your items, use seasonal decor, soft lighting, cozy backgrounds, and soothing natural colors. This can evoke a feeling of comfort and tranquility, presenting your items as a way to improve mood and fight off the seasonal blues.
Offer “early bird specials”. Some buyers start holiday shopping in October to avoid last-minute rush and make sure that their orders arrive before holidays. You can attract such people by providing discounts or limited time offers, thus generating sales before the peak shopping period.
Help your buyers make fresh starts.The fall period is often associated with setting new goals and implementing new routines. When writing your descriptions, taking item photos and creating marketing materials, imply that your items will help buyers achieve new objectives.
Fill your listings with “home, sweet home” vibes. When days get cold and rainy, people tend to spend more time at home instead of traveling or doing outdoor activities. Show buyers that your products make staying at home more enjoyable and comfortable.
Create compelling videos. It’s the right kind of content if you want to engage your social media audience and motivate them to buy something from your Store. The recent trend is point-of-view videos: they will help you show the “backstage” of your eBay Store, build trust with buyers, and introduce the real person that runs the business.
For example, video manuals are a surefire way to provide value and engage potential buyers at the same time. You can also create order packaging videos. Let your followers sneak a peek at how you prepare items for shipping — safely, thoroughly, with care and love. And the third compelling option is a Store tour that tells your story and explains your mission.
If you want to learn more tips regarding fall and the upcoming holiday season, please visit the Seasonal guide for eBay sellers article.
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Sources
- Nine key consumer trends in 2024. McKinsey & Company. URL: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/state-of-consumer. Accessed 12 Oct 2024.
- The state of US consumer spending in 2024. McKinsey & Company. URL: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/the-state-of-the-us-consumer. Accessed 12 Oct 2024.
- An update on European consumer sentiment: Steady spending over the summer. McKinsey & Company. URL: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/an-update-on-european-consumer-sentiment. Accessed 12 Oct 2024.