In face of the ongoing cost-of-living crisis, advertising continues to have a significant role to play on Christmas purchasing decisions, according to eBay Ads.
A survey of 2,067 UK consumers found that 34% of people are influenced by online ads during the Christmas periods – something that brands should be thinking strongly about, particularly with 48% of consumers saying they spend a lot of time exploring their options before making gift purchases. The same number of consumers are also planning to have modest celebrations this year.
Importantly, good value for money is the top priority for 51% of consumers. And 64% of consumers say that they favour thoughtful gifts over expensive ones, with 47% are planning to buy thoughtful gifts for friends and family.
“Following ongoing economic pressures, it’s to be expected that many Brits are taking a more cautious approach to their Christmas spending this year “Tough times in recent years, could explain a favour to find thoughtful items for loved ones this Christmas over expensive gifts,” said Upasana Gupta, GM at eBay Ads UK.
“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.
“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.”