UK Christmas consumer trends for 2022

eBay Ads UK’s latest Christmas consumer trends research report found that inflation is causing British consumers to prioritize value for money gifts this festive season.

The research, which surveyed 2,010 UK consumers who celebrate Christmas, found that a third (32%)   of consumers plan to start Christmas shopping earlier than last year, and three in ten (29%) shoppers plan to finish Christmas shopping by the end of August as many consumers are worried that inflation will lead to higher prices and affect Christmas shopping.

In addition to starting their shopping early , UK consumers will prioritise gifts that add value to their loved ones. More than half ( 56% ) plan to buy thoughtful gifts for friends and family this year . Three in ten ( 30% ) say they plan to buy functional gifts, and nearly a quarter ( 23% ) will buy essentials for Christmas , suggesting that many Brits are now more inclined to buy useful gifts.

At the same time, inflation is also prompting people to tighten their purse strings, with three in ten (29%) British consumers saying they plan to spend less this Christmas, with gift giving being the first to be affected, with nearly a third of consumers (31%) saying they plan to buy fewer gifts this year. A quarter (24%) intend to spend less on celebratory items such as food, decorations and parties.

In addition, one in five consumers (20%) said they expect to feel stressed this Christmas, a significant increase from one in seven (14%) last year. However, this does not mean that Christmas sales are hopeless, half (52%) of consumers are optimistic that they will be able to celebrate Christmas as usual this year, and more than a quarter (27%) of consumers believe that Christmas this year will still be exciting and a big occasion worth watching.

Upasana Gupta, general manager of advertising at eBay UK , said: “ Christmas is just around the corner and while it will undoubtedly be a tricky time for many consumers and businesses, there are still many opportunities for brands and sellers across categories – especially those that are prepared to start engaging shoppers early in the season. In fact, traditional retail moments such as Black Friday remain important and businesses must be ready when people start shopping – some of which starts as early as August.

With many Brits feeling more stressed and concerned about their finances this Christmas, businesses need to be particularly sensitive to their moods and needs and adapt their strategies accordingly. As well as satisfying their desire for value for money, this will involve supporting shoppers in their search for the most special, meaningful or practical products that will help make this a joyful Christmas. ”

Christmas

UK consumption