Consumer sentiment trends
Consumer sentiment in the US
According to a McKinsey & Company survey, [1] economic concerns are driving the US consumers to rethink their spending habits (or at least consider certain changes). Rising prices top the list of worries, cited by 43% of respondents. Unsurprisingly, Americans are becoming more cautious and selective when it comes to discretionary purchases.
However, there are generational differences. Gen Z and millennials are far more likely to adjust their spending, while baby boomers remain resistant to change. This makes sense since older generations tend to spend less on nonessentials, leaving little room for further cuts even during economic uncertainty.
Among those planning to reduce spending, common strategies include:
- Cutting back on nonessential purchases
- Buying fewer items overall
- Choosing lower-priced alternatives
- Delaying purchases
Notably, Gen Z stands out in one area: they’re significantly more likely to buy pre-owned goods (7 percentage points above the average). See the generational breakdown in the graph below.
Global consumer trends
McKinsey ConsumerWise Sentiment Survey [2] covers 18 markets, representing roughly 75% of global GDP. Here’s the brief overview of its key findings:
- Older generations are embracing social media. In Europe and the US, 33% of Gen X consumers use TikTok, while 35% of baby boomers are active on Instagram. In China, nearly 90% of respondents across all age groups use local platforms WeChat and Douyin
- Social media’s influence on shopping keeps growing. Globally, 32% of consumers research products on social platforms before buying (up from 27% in 2023). This percentage is much higher in emerging markets: half of Indian respondents do some research on social media before making a purchase
- Gen Zers spend despite economic pessimism. On average, 1 in 4 young consumers use buy-now-pay-later services when shopping, with especially high adoption in China (40%), India (38%), the UAE (36%), and Australia (35%). Apparel (34%) and beauty products (29%) remain top splurgeworthy categories
- Price hikes remain the main consumer worry. Across all surveyed markets, inflation outranks other concerns like climate change, geopolitical tensions, and job security. As a result, 79% of shoppers are trading down — opting for cheaper alternatives, hunting for deals, or delaying purchases for a few months. Interestingly, about a third of surveyed respondents shift spending between categories, cutting back in one area to splurge in another
While economic uncertainty makes consumers more cautious worldwide, you can turn challenges into opportunities by aligning your promotion strategy to your buyers’ needs and priorities.
Find more useful tips in our articles:
How to define your target audience
Key dates and popular products
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 filling your Store with festive spirits.
Please note: Below you will find information about popular holidays in 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 exactly a holiday, but it marks the beginning of a new academic year in most countries.
October 31: Halloween
It’s a playful, spooky holiday with costume parties and trick-or-treating. Halloween is especially popular in the US.
November 1–2: Day of the Dead (Latin America)
This joyful holiday is meant to honor and remember the deceased family members.
November 5: Guy Fawkes Night (UK)
Also known as Bonfire Night, this British holiday commemorates the failed Gunpowder Plot of 1605.
November 8: Diwali (India)
Known as the Festival of Lights, it’s one of the most widely celebrated Hindu holidays.
November 11: Singles’ Day (China)
Originally an anti-Valentine’s celebration, it has become a cultural phenomenon of self-gifting and social meetups.
November 27: Thanksgiving Day
This is a day of gratitude centered around family gatherings, parades, and volunteering. The traditional main dish is roast turkey.
November 27: Black Friday
It marks the beginning of holiday season sales, when both offline and online stores offer steep deals.
November 28: Small Business Saturday (US)
This is not a holiday, but an initiative that encourages people to shop locally and support small businesses during the peak season.
September 1: Back to School
As summer comes to an end, the Back to School season begins. Though not exactly a holiday in most countries, 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. Tap into this audience by launching eye-catching ads that showcase education-related items from your inventory. If you have a social media page, connect with potential buyers by posting useful tips and checklists with links to your items.
What’s in demand:
- Stationery products
- Clothes and footwear for school
- Schoolbags
- Educational gadgets (such as laptops and tablets)
- Activewear and sneakers
- Planners
- Storage solutions
October 31: Halloween
Halloween is a popular holiday known for its spooky vibes and fun traditions. In many countries, especially in the US, this holiday is celebrated so lavishly that it is second only to Christmas. 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:
- Home and outdoor decor (pumpkins and anything macabre or supernatural)
- Spooky props and animatronics
- Halloween costumes and accessories
- Spooky-themed candy
- Black-and-orange products
- Halloween pet costumes
- Items with spooky imagery
- Themed party supplies
- Pumpkin carving kits
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 that 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 8: 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
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 27: 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. While Thanksgiving is primarily an American holiday, it is still a valuable sales opportunity for all sellers who list their items on the main eBay site. To create the right mood for your buyers, add turkeys, corn, pumpkins, and other traditional imagery to your marketing banners and listing photos. You can also encourage your social media audience to share stories and images of their Thanksgiving preparations.
What’s in demand:
- Themed tableware and tablecloths
- Roasting pans and other cookware
- Autumn-themed home decor
- Stuffed animals and other toys
- Themed clothing and accessories
November 27: Black Friday
Black Friday follows Thanksgiving Day and marks the beginning of the holiday season shopping rush. It is, in turn, followed by Cyber Monday (December 1), which 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.
eBay sellers start getting ready for Black Friday in advance: you need to stand out against the competition if you want to maximize your sales. Read our Winter article to learn how to plan promotion strategy, leverage social media, and optimize listings for holiday rush.
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
- Blankets and throws
- Beauty products
November 28: Small Business Saturday (US)
Small Business Saturday was invented to encourage pre-Christmas holiday shopping in small and local businesses. While Black Friday is all about big retailers, this date is meant to support small companies that create local jobs and pay local taxes. It reminds consumers that they can find value offers and thoughtful gifts right in their own communities. If you’re a small business owner, use relevant keywords and hashtags to draw buyers’ attention to your inventory. But please note that in the United States, this day falls on the last Saturday of November, but in the UK it’s the first Saturday of December.
What’s in demand:
- Locally produced items
- Food products
- Hobby supplies
- Sporting goods
- Flowers
- Pet supplies
- Clothes and accessories
Add seasonal decor to your Storefront and listings.
Even a few pumpkins, a scattering of autumn leaves, or a couple of spooky-looking bats can make a difference! Warm and playful fall vibes create an inviting atmosphere that resonates with shoppers.
Create a sense of warmth and relaxation.
When taking photos and videos of your items, use seasonal decor, soft lighting, cozy backgrounds. 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.
If you want to learn more tips regarding seasonal trends and products, please visit the Seasonal guide for eBay sellers article.