The most celebrated holiday of the year is ahead, and eBay sellers all over the world are getting ready for the sales boost that always accompanies Christmas. However, to make the most out of the holiday season, one needs to understand their buyers’ mindset and the current spending trends. Here’re useful insights you can use in the upcoming months.
Holiday shoppers are feeling quite optimistic. According to Deloitte’s recent survey, 43% of US consumers believe the economy will improve next year (in the previous year, it was 34%) [1].
Experiences matter more than goods. Gift spending is expected to fall by 3% as compared to the previous year, while experience spending (travels, restaurants, spa, etc.) is likely to grow by 16% [1].
Consumers are shifting to frugality due to the rising cost of living. Respondents from all income groups demonstrate value-seeking behavior such as spending less on self-gifting (–16 percentage points), choosing more affordable brands (62%) and retailers (48%), buying private label goods or dupes — nonbranded imitations of popular items (40%) [1].
Deal hunting is gaining momentum. 78% of surveyed consumers are going to participate in October and November promo events (in the previous year, it was only 61%). Make sure to offer some tempting deals to your buyers! [1]
Online retailers are the most popular location for holiday shopping. 71% of respondents name them as a top location due to convenience and lower prices. Mass merchants take the second place with a decent share of 55% [1].
Multichannel approach drives Christmas sales. Almost half of holiday shoppers are going to make purchases from smartphones, and 13% — via social media. The share is even larger for younger generations — millennials and Gen Zers [1].
Apparel and accessories are top gifts. 71% of consumers plan to buy them as Christmas presents for their dear and near. Toys and hobbies take the second position (67%), while food and beverages are the third most popular gift category (62%) [1].
Key dates for your marketing campaigns
January 1:
New Year’s Day
The 1st of January is an official holiday in most countries. It’s the traditional time for parties, gift-giving and making resolutions for the upcoming year.
November 27 and November 30 — Black Friday and Cyber Monday
Black Friday is not a holiday, but rather a global shopping phenomenon: on this day, brick-and-mortar stores used to launch the biggest pre-Christmas sales and discounts. Cyber Monday was invented as an e-commerce analog of Black Friday: online sellers all over the world implemented this practice to generate buzz and attract a broader audience. Today, both dates are used by eBay sellers for special offers and discounts. Buyers usually take advantage of deals and actively purchase gadgets, Christmas decor, apparel, beauty products, and all kinds of gifts.
eBay sellers should start getting ready for Black Friday well in advance. To maximize your sales, you need to stand out against the competition.
Plan your promotion strategy, leverage social media, and optimize listings for holiday rush.
Popular products
- Gadgets and other consumer electronics
- Warm clothes and slippers
- Toys and games
- Blankets and throws
- String lights, Christmas trees, stockings, and decor
- Kitchenware and small kitchen appliances
- Beauty products
November 28 (US) and December 5 (UK) — Small Business Saturday
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 products. 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.
Popular products
- Locally produced items
- Food products
- Hobby supplies
- Sporting goods
- Flowers
- Pet supplies
- Clothes and accessories
December 24 — Christmas Eve
Christmas Eve is the peak of the holiday season: last-minute shoppers order gifts for friends and family, value seekers browse eBay looking for the best deals. For many buyers, it’s also time to buy something for themselves as a reward for hard work and stressful preparations during the pre-Christmas time. Catch their eye by offering last-minute deals and bundled packages, and don’t forget to add item photos against themed backgrounds. If you want to enrich your inventory with seasonal items, adding popular gifts is one of the most advantageous strategies.
Popular products
- Toys and games
- Gadgets and headphones
- Sporting goods
- Homeware and cookware
- Beauty products
- Fashion and jewelry
- String lights and Christmas decor
- Books
- Gifts for pets
- Cameras
- Video games
- Holiday travel goods
How to inspire your buyers
Despite the abundance of various goods, buyers often struggle to find a gift that would bring true joy and delight to the recipient. That’s why they are willing to source ideas from eBay ads and sellers’ newsletters. To attract and inspire gift shoppers, promote your flagship items, make social media posts about new arrivals, and send Store newsletters with gift ideas.
January 1 — New Year’s Day
As the calendar resets on January 1, many sellers take time away after the hectic peak season. However, there is an opportunity for you to keep selling and kick off the year with a strong start. The 1st of January is an official day off in most countries, and buyers often browse eBay, looking for post-Christmas deals and thinking how to spend money they’ve got as Christmas gifts. It’s also the traditional time for making New Year's resolutions and ordering what one needs to keep them.
Popular products
- Party supplies, decorations, and tableware
- Clothes and accessories
- Electronics and gadgets
- Fitness and wellness products
- Calendars and planners
- Home organization items
- Beauty products
February 14 — Valentine’s Day
St. Valentine's Day is known worldwide as the holiday of romantic love. On this day, partners and spouses express affection with the help of Valentine’s cards and gifts: chocolates, jewelry, stuffed toys, or other items associated with love and commitment. In the weeks leading up to Valentine’s Day, eBay sellers highlight their items as perfect gifts “for Her” or “for Him”, to get more visibility in search results. Themed Special offers and coded coupons can also attract buyers and motivate them to make a purchase. If you want to promote your listings to Valentine's Day shoppers, select the most romantic looking items and bid on themed keywords. Then choose from the priority or general strategy, depending on your specific business needs, and run it.
Popular products:
- Heart-shaped items
- Chocolate and sweets
- Jewelry
- Teddy bears
- Personalized gifts
- Valentine cards
- Couple apparel and accessories
- Perfumes
- Lingerie
February 17 — Chinese New Year (Year of the Horse)
The Chinese New Year is an important holiday for many Asian cultures, and it’s also celebrated in major US cities. Traditionally, it’s a 15-day festival that starts at the new moon on the first day of the first lunar month. Those who observe the Chinese New Year adorn houses and streets with vibrant red-and-gold lanterns and other decorations that symbolize good fortune, joy, and prosperity. To appeal to those buyers, add relevant keywords to your listing titles and create special offers with visuals that resonate with Chinese traditions. The most well-known gifts are red envelopes with money — which means that lots of people will look for a way to spend that money after the festivities.
Please note: certain items, such as clocks, are considered “unlucky” and are never given as gifts for this holiday. Black and white colors should also be avoided.
Popular products:
- Lanterns and other traditional decorations
- Red-colored clothing and other items
- Dragon-themed products and gifts
- Festive food
- Firecrackers
- Tea and tea sets
- Home supplies
- Personalized gift boxes
How to drive visibility during the peak season
During the holiday season, 71% of consumers choose online retailers as their preferred format for holiday shopping [1]. Sales usually skyrocket during this period, but competition is quite intense, too. Use these best practices to attract buyers’ attention without dropping prices too low and make it through the Christmas season with maximum profit.
Optimize your listings and Store for holiday rush
Plan your promotion strategy
Use Promoted Listings to improve visibility
Connect with your audience using social media
Offer bargain prices
Make your listings mobile-friendly
Offer free shipping (and free returns if possible)
Continue selling after Christmas
Inventory: how to get ready
Analyze past sales to predict demand
Replenish new inventory in advance
Prepare enough supplies for production
Find your optimal restocking point
Implement an inventory management system
Use custom labels (SKU)
Expand your inventory with new items
Source your inventory in a smart way
Shipping tips for the holiday season
Reduce your handling time to a minimum
Offer a variety of shipping options including expedited delivery
Use tracked shipping
Calculate your shipping costs
Prepare enough shipping supplies
Pack your items with extra care
Ensure carrier availability
Enable signature confirmation for expensive items
Comply with your carrier shipping rules
Bonus: offer gift wrapping for your items
Excellent customer service
Customer service checklist:
Hopefully, our recommendations will help you navigate the challenges of the busy holiday season and pave the way for lots of repeat buyers. Good luck!
