As retailers put the finishing touches to their Black Friday deals, it appears that certain cohorts are laser focused on using sales to get more bang for their buck when gift shopping from now until the end of the year, with advertising playing a major role in their behaviour.
The latest research from eBay Ads reveals younger shoppers as the key group intending to capitalise on sales opportunities due to cost pressures, as almost half (49%) of 16- to 34-year-olds plan to take advantage of sales through to the end of December throughout to save money on gifts.
Indeed, over a quarter (27%) of 16- to 34-year-olds also consider Black Friday to be the start of festive shopping season, and a fifth (22%) do all their Christmas shopping during the Black Friday sales.
The research also finds that those who are inspired by advertising during peak season – totalling over a third (34%) of the UK population – are another target demographic during the Black Friday sales.
Over half (54%) of shoppers who are influenced by ads, cite Black Friday as the start of Christmas buying, while 44% earmark Black Friday as the time to do their festive shopping.
eBay Ads reckons the importance of Black Friday as a retail moment cannot be understated for this group, as a third (33%) of shoppers influenced by ads reveal that if it was not for Black Friday they would struggle with the cost of their seasonal shopping.
eBay Ads UK general manager Upasana Gupta said: “In light of ongoing financial pressures, many Brits are exercising caution with their festive spending. Sales moments like Black Friday are proving to be a lifeline for those determined to create a memorable Christmas despite budget constraints, with younger shoppers and those looking to ads to help ‘spark discovery’ seizing this moment in the festive calendar.
“It’s vital that brands and sellers leverage advertising tools from now until the end of the year to ensure they harness their influence during this key promotional period, converting perusal into purchase among those eagerly awaiting deals.”
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