Targeted Advertising Key As Black Friday Drives Sales

Over two-thirds of UK consumers began their holiday shopping during or before October, highlighting a growing trend toward spreading out purchases across the festive season. However, Black Friday remains a key milestone, with new research from eBay Advertising UK showing that while only 20% of consumers view Black Friday as the start of their shopping journey, it still plays a significant role in driving deals and sales activity.

The research also found that just 7% of shoppers are waiting until December to start their holiday buying, signalling a longer and more gradual shopping season. This evolving trend suggests that Black Friday is not just about a single day of intense activity but rather a peak within an extended period of festive shopping.

Billy Mills, Sr Director, Global Advertising at eBay commented: “While the festive shopping period is evolving, with consumers starting earlier and spreading out their purchases, key moments like Black Friday remain critical for driving sales. Sellers may need to rethink their approach to peak season—not by abandoning big promotional periods, but by complementing them with targeted strategies throughout the season. Our latest research found that, among those sellers who used advertising, 78% reported that they played an important role in boosting in sales, showing the clear value of a proactive approach. With four weeks to go until Christmas, it’s still not too late for sellers to adjust their approach now.”

For marketplace sellers, the implications go beyond product visibility. With consumers spreading purchases over a longer timeframe, strategic planning for peak periods like Black Friday and beyond is more crucial than ever. 

64% of sellers surveyed by eBay Advertising UK report challenges in managing leftover inventory during peak periods, underscoring the importance of anticipating demand. By leveraging advertising and tailoring promotions around key dates like Black Friday and Cyber Monday — while also engaging consumers throughout the season — sellers can drive interest and avoid the risk of excess stock.

As consumers become more intentional in their spending, prioritising value over rushed purchases, sellers who adapt to these habits will be better positioned to succeed during Black Friday and across the extended festive period.

You can access eBay Advertising’s Peak Season 2024 infographic, here: https://www.ebayadvertising.com/en-gb/holiday-2024/

Source : eBay Advertising UK

Image : Shutterstock / 731488546 / ComicSans

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