The festive period between late November and early January is crucial for most online sellers. There is always a great surge in consumer demand because shoppers from all over the world come to eBay looking for gifts, seasonal deals, and Christmas decor. In this article, you will find fresh insights regarding spending patterns during the 2024 holiday rush, as well as information about popular item categories worth including in your inventory.
Belt-tightening VS splurging
According to PwC’s 2024 holiday outlook survey [1] conducted in the US, the retail market will be influenced by several trends in spending preferences. More than half of consumers (59%) claimed that their holiday budgets will be curbed due to inflation, but at the same time the total amount of holiday purchases is expected to increase by 7% and comprise $1,638 on average per consumer. Obviously, there is a growing gap between those tightening their belts and those willing to spend more. It means you need to understand your target audience and tweak your promo materials accordingly — to appeal either to thrifty shoppers or to big spenders.
Financial strains
The survey reveals that 57% of consumers find it difficult to pay monthly bills or have little money to save after monthly payments. The inflation has made 85% of survey respondents more frugal: they are planning to cut back on non-essential spending like restaurants, luxury apparel and accessories. Still, for many of them it’s a way to save funds for the holiday shopping spree.
Eroding loyalty
Price-sensitive shoppers are likely to choose private labels over large manufacturers, as economic difficulties force them to seek more value for their money. Besides, the popularity of pre-loved goods is growing for the same reason: 45% against 38% last year.
Generational gap
Different age groups demonstrate different spending preferences. Younger generations (Gen Zers and millennials) favor environmentally friendly shopping, self-gifting, and making experiential purchases, while Gen X and baby boomers lean towards something convenient and practical. Gen Zers are leading in self-gifting: 37% of their holiday budget will be spent on personal purchases.
Social media
A large portion (40%) of Gen Z consumers claim that social media influence plays an important role in their holiday purchase decisions (among all respondents, this percentage comprises only 28%).
Shorter time span
In 2024, the holiday season is 5 days shorter than in 2023: there are only 27 days between Black Friday and Christmas. For this reason, a lot of sellers start promo campaigns earlier to drive more buyers to their items. Besides, processing and shipping deadlines are extremely important due to the shortened peak season. To be on top of everything, have a look at our shipping tips for the peak season.
Presidential election
As a rule, a major election before the holiday season causes a noticeable decline in spending [2]. Consumers’ attention is drawn to politics, economic anxiety heightens, so marketing efforts generate fewer leads. To compensate for this negative impact, it’s recommended to start holiday promotion campaigns earlier than usual.
Top selling items
eBay is constantly collecting and analyzing purchase data and buyers’ behaviors, so that sellers could get valuable insights about what is usually popular in the pre-Christmas months. Here’s a chart of demand spikes that were registered during the 2023 peak season.
Tech gifts
Electronic devices are always a staple of holiday gifting and self-gifting. Tech enthusiasts usually look for the latest gadgets with all kinds of enhancements, and casual users just want to bring more comfort and fun to everyday life. Both categories await holiday season discounts and flood eBay on Black Friday in search of bargain prices. The demand for this category remains high throughout November and December. To attract tech-savvy buyers, offer trending brands or models and bundle accessories with main products to increase value.
Popular items:
- Smartphones and tablets
- Computers and laptops
- Mobile device accessories
- Smart home devices
- Smart watches and other wearable tech
- Gaming consoles and accessories
- VR headsets
Fashion and jewelry
The holiday season is prime time for clothing and accessories. Warm apparel is consistently popular due to colder weather: buyers seek to bundle up for winter, refresh their wardrobes, and give practical presents to their loved ones. That’s why sweaters, sleepwear, robes, warm jackets and footwear see a traditional surge in demand. Those who plan to attend fancy holiday parties browse eBay looking for fashion items: cocktail dresses, women’s bags, jewelry. Besides, many consumers look for limited-edition releases and holiday-themed collections.
Popular items:
- Winter clothing and footwear
- Activewear and thermal underwear
- Fancy dresses and suits
- Fashion bags and other accessories
- Fine jewelry and fashion jewelry
Toys and games
Toys and games remain top-selling items every holiday season, as they are a go-to for parents, grandparents, and other gift-givers. Dolls, stuffed toys, vehicles, Lego sets, board games, and interactive options usually dominate, but there is also high demand for educational items. Parents often seek toys that promote learning and creativity, and traditional favorites like board games guarantee some quality family time during the holidays. With tech-infused toys and pop culture action figures, there’s something for every age group, and some rare or limited edition items even attract collectors.
Popular items:
- STEM and educational toys
- Interactive dolls, robots, and stuffed toys
- Popular character figures
- Lego sets, magnetic building sets
- Board games and puzzles
- Remote controlled vehicles and toys
Household appliances
Home appliances are among the best-selling holiday season categories as many people seek practical gifts for loved ones or want to make their own homes more comfortable. There is a wide variety of items for every taste and budget: from small kitchen appliances to smart cleaning tools that facilitate household chores. Holiday season sales give buyers a chance to find deals on items like air fryers, coffee makers, and robotic vacuums.
Popular items:
- Blenders, air fryers and other kitchen gadgets
- Pressure cookers and slow cookers
- Coffee grinders, milk frothers, espresso machines
- Robotic vacuums and mops
- Electric kettles and toasters
- Portable heaters
- Air purifiers and humidifiers
Beauty and personal care
Beauty and personal care products are perfect holiday gifts, be that for loved ones or for yourself. There is a wide variety of items you can include in your inventory: skincare products, hair care tools and products, makeup and perfumes. Gift sets and holiday-themed bundles are particularly attractive, offering value while catering to current self-care trends. Holiday shoppers often search for bargain prices on skincare essentials, niche fragrances and high-tech hair tools. This category is versatile and spans from affordable brands to luxury products, so you can choose whatever appeals to your target audience.
Popular items:
- Serums, moisturizers, masks
- Anti-age cosmetics
- Skincare gift sets
- Beauty product advent calendars
- Dyson hair styling tools
- Perfumes and fragrances
- Makeup palettes and holiday sets
- Bath and body products
Collectibles and hobbies
The holiday season is often a time when people invest in their passions, that’s why hobby-related items and collectibles see a surge in demand ahead of Christmas. Besides, for many people hobbies are a sure way to relax and unwind during hectic pre-holiday months. Trading cards, action figures, and vintage items are popular among collectors who appreciate rare and unique finds. Craft, art, and model-building kits cater to hobbyists who enjoy hands-on activities. To increase the visibility of your items and reach highly motivated buyers, use Promoted Listings campaigns.
Popular items:
- Trading cards and sports memorabilia
- Vinyl records and vintage items
- Fandom collectibles
- DIY tools, supplies, and kits
- Model-building kits
- Paint-by-number art
Health and sports
With New Year’s resolutions on the horizon, health and sports-related items gain traction during the holiday season. Fitness clothes, sneakers, and home workout equipment are popular choices for shoppers focused on health goals. These products are meant to facilitate the implementation of new routines in the coming year and become a better version of yourself. Those who want to take up winter sports also come to eBay looking for snowboarding gear, alpine ski sets, ice skates, and other items that make winter fun.
Popular items:
- Resistance bands, dumbbells, yoga mats
- Workout apparel and sneakers
- Health and wellness supplements
- Kitchen scales
- Planners, organizational tools
- Winter sports gear
Holiday-themed decor and homeware
Christmas-themed items are a big hit on eBay during the holiday season as many shoppers choose them as gifts for their dear and near. Kitchenware with winter motifs makes a nice and practical present because for many people holidays mean family gatherings around a festive table. Other sought-after items include gift-wrapping supplies, Christmas decorations, and advent calendars, which are a fun tradition for both kids and adults.
Popular items:
- Christmas trees and decorations
- String lights and fairy lights
- Christmas stockings
- Kitchenware with Christmas motifs
- Baking supplies and accessories
- Holiday-themed collectibles
Need more inventory ideas? Please visit eBay’s Christmas page for buyers with lots of gift options and read our article on optimal restocking before the peak season.
Keep selling after Christmas
Though the holiday rush usually declines after Christmas, there’s still opportunity to keep selling. Many shoppers continue to browse eBay in the end of December and in January, especially those looking to take advantage of end-of-year sales and clearance events. To attract these buyers, consider launching special promotions or offering discounts on overstock items.
A large portion of post-Christmas shoppers also come to eBay to spend money they have received as gifts. These buyers are often eager to treat themselves to something special, so it’s the right time to promote higher-value items or products that haven’t sold during the holiday rush. Bundles of related products can help you capture this audience’s attention and increase sales in January.
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Sources:
- Holiday Outlook 2024. PwC. URL: https://www.pwc.com/us/en/industries/consumer-markets/library/holiday-outlook-trends.html. Accessed 17 Oct 2024.
- Jason Goldberg. The Holiday 2024 Shopping Season Will Be Unlike Any Other. Forbes Media LLC. URL: https://www.forbes.com/sites/jasongoldberg/2024/05/29/the-holiday-2024-shopping-season-will-be-unlike-any-other/. Accessed 17 Oct 2024.
- Deloitte: Holiday Retail Sales Expected to Increase 2.3% to 3.3%. Deloitte, Inc. URL: https://www2.deloitte.com/us/en/pages/about-deloitte/articles/press-releases/Deloitte-Holiday-Retail-Sales-2024-2025.html. Accessed 17 Oct 2024.