Over two-thirds of UK consumers might have already begun their festive shopping, but Black Friday remains a key milestone, with new research showing that while only 20% of consumers view the event as the start of their seasonal shop, it still plays a significant role in driving deals and sales activity.
And, according to eBay Advertising UK, 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 – which falls on the last Friday in November – is not just about a single day of intense activity but rather a peak within an extended period of festive shopping.
With consumers spreading purchases over a longer timeframe, the implications go beyond product visibility for marketplace sellers, with strategic planning for peak periods like Black Friday and beyond more crucial than ever.
In fact, nearly two-thirds (64%) of sellers surveyed 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 — eBay Advertising insists sellers can drive interest and avoid the risk of excess stock.
And, 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.
eBay senior director of global advertising Billy Mills said: “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 the peak season – not by abandoning big promotional periods, but by complementing them with targeted strategies throughout the season.
“Our research found that, among those sellers who used advertising, 78% reported that it 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.”
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