Brits plan to spend more on themselves this Christmas

It seems like the spirit of old Ebenezer Scrooge is still alive and kicking in 21^st century Britain, with almost 1 in 3 (29%) UK shoppers saying they intend to splash out more on presents for themselves than for friends or family at Christmas – jumping to 50% of Millennials.

The survey of more than 2,000 Brits, carried out by eBay Advertising UK, reveals fashion and accessories top the self-gifting list this Black Friday and Christmas (31%), with beauty and wellness (27%), electronics (24%), household essentials (23%) and gaming (19%) close behind – a mix of indulgence and practicality that reflects evolving shopper priorities, apparently.

However, the research reveals a clear opportunity for marketers, with shoppers planning to splurge more this festive season. In fact, 1 in 3 (32%) plan to spend more this year than last – up 24% from 2024.

The trend is even more pronounced among younger shoppers, with 56% of Millennials and 51% of Gen Z planning to increase their budgets, suggesting a desire to go big on festive shopping, both for themselves and others.

Millennials are also the biggest spenders overall, with an average Christmas budget last year of almost £1,000 (£993.77), compared to the UK average of £779. In contrast, Generation X are showing signs of caution, with just over 1 in 4 (26%) planning to spend less, highlighting a generational divide in festive attitudes.

With budgets on the rise, shoppers are turning to online marketplaces to find both inspiration and value. Convenience and price remain key drivers – 38% say they shop on marketplaces to save time, and 33% appreciate being able to buy for multiple people in one place, while 31% are motivated by better deals.

But with over half of shoppers (51%) admitting they often wait for promotions or discount codes before buying gifts, marketplaces that surface the right offer at the right time are well-positioned to convert intent into sales, eBay reckons.

Even so, the research makes it clear that advertising plays a decisive role in shaping purchase behaviour. Over half (56%) of shoppers say online ads have directly influenced their buying decisions during the Christmas season.

eBay senior director of enterprise seller development and brands Billy Mills said: “This peak season isn’t just about gifting – it’s about recognising the moments shoppers choose for themselves. We’re seeing a clear shift, especially among Millennials, towards more personal, feel-good spending.

“That’s a real opportunity for sellers: to position products not just as thoughtful gifts, but as meaningful purchases that resonate. Marketplaces like eBay are uniquely placed to meet that moment – helping people discover items that offer both value and personal reward, exactly when they’re ready to buy.”