Xmas funds shrinkage fuels rise in shopping for vintage

Shoppers are increasingly focused on value for money and smart spending in the run-up to this Christmas season, with one in six opting for second-hand – or vintage – gifts rather than new items and nearly a quarter planning to slash their festive expenditure.

That is according to new research from eBay Advertising, based on 2,006 UK consumers who celebrate Christmas, which reveals that many are not only planning to spend less, they also want to spread the cost throughout the year.

Of those planning to shop for vintage items, 81% say this is to save money – though consumers are also choosing second-hand as a way to be more sustainable (68%) and to give unique and thoughtful gifts (67%).

They are most likely to choose vintage gifts such as clothing (60%), jewellery (38%), computers/tablets (22%), or even garden and patio furniture (14%).

As inflation prompts people to tighten their purse strings, 25% say they intend to spend less on shopping and celebrations this year, after spending an average of £625.57 in 2023. Some 28% also say they will be starting their Christmas shopping and preparations earlier this year than last – with 15% who say they have already started – in efforts to keep spending manageable in the run-up to the festive period.

Value for money and product quality are also considered to be more important for shoppers this year when deciding where and what to spend. Some 58% of Brits say good value for money is their biggest priority for Christmas shopping this year, increasing from 51% in 2023, while 42% say the quality of the products they buy is their main priority, increasing from 31% in 2023.

The survey findings highlighted notable differences in purchasing behaviour across generations during the holiday season. Younger shoppers (aged 16 to 24) were more likely to shop for second-hand or refurbished items, with a particular focus on clothing.

In contrast, older generations (aged 45 to 54) still showed significant interest in used items, but with a greater focus on categories such as garden furniture and electronic devices.

Some 66% of 16- to 24-year-olds show a stronger preference for jewellery compared to 31% within the 45- to 54-year-olds age bracket. Among all age groups clothing was the most preferred type of gift. However, across all age groups, clothing emerged as the most preferred type of gift.

Interestingly, the appeal of Black Friday appears to be waning among younger shoppers. While 25% of this group reported doing much of their Christmas shopping during Black Friday in 2023, that figure has dropped to just 16% in 2024. This trend suggests that sellers may need to adjust their strategies to maintain momentum as the holiday season approaches.

The research also reveals a notable increase in the influence of online ads this year, with 37% of shoppers surveyed stating that these ads impact their holiday purchase decisions.

This marks a 3% rise from last year’s figure of 34%, demonstrating how online ads are becoming increasingly effective in helping consumers find what they are looking for and to discover new products.

eBay Advertising maintains that the younger age groups in particular are more likely to be swayed by online ads, with over half (58%) of 25- to 34-year-olds and 56% of 16- to 24-year-olds saying this is the case.

Additionally, nearly half (49%) of consumers said sales and promotions are likely to influence their spending, as they consider promoted and sponsored listings to be from quality sellers.

Specifically, 56% of 25- to 34-year-olds and 56% of 35- to 40-year-olds stated that sales and promotions could influence their purchases when shopping online this Christmas.

eBay senior director of global advertising Billy Mills said: “While Christmas is still a few months away, many shoppers are already looking to get ahead, planning their spending in advance, spreading the cost where they can and searching for the right deals.

“A growing number are also considering gifting pre-loved items to save money and be more sustainable. This creates a clear opportunity for retailers to begin engaging with potential customers now, helping them to discover unique, thoughtful and high value products before the holiday rush.

“Research and marketplace insights show that by using the right tools and strategies, sellers and brands can help boost their visibility and drive customer engagement early on.

“Advertising can allow them to enhance product discovery and increase sales well before key peak season events like Black Friday and Christmas, leading to consistent growth throughout the season and ensuring that they can secure their share of the festive spend.”

A separate study published earlier this week by global data and insights company Pureprofile revealed even more Brits (32%) expect to spend less, buying fewer presents and finding cheaper food alternatives.

However, most (47%) said the cost of living crisis would not affect their budget and that they plan to spend an average of £362 on gifts – up 10% from last year – and £317 on festive food and drink, up nearly 60%, although this is mainly due to higher costs.