By Reece Jenkinson, Media Planner

eBay Ads UK say ‘Brits to have a more considered Christmas as inflation takes its toll’.

eBay Ads UK’s latest Christmas Spend Trends research report found that the impact of inflation and the cost of living crisis  means consumers will be prioritising value for money and thoughtful gifting this festive season, and are planning to be more organised with their spending overall.

The research, which surveyed 2,010 UK consumers who celebrate Christmas, found that 32% of consumers are planning to start their Christmas shopping earlier than last year, with three in ten 29% shoppers were planning to start before the end of August.

eBay Ads said that  this appetite to get going is unsurprising given the current context, as almost a third (30%) credit this early start to the impact of inflation on Christmas shopping.

Shoppers are also set to prioritise gifts that bring value to their loved ones’ lives. Over half (56%) are planning to buy thoughtful gifts for friends and family this year. Meanwhile, three in ten say they plan to buy functional gifts and almost a quarter want to  buy essential items for presents; which suggests a preference for purchasing gifts that are useful at a time when many Brits are struggling to afford everyday items.

Good Value

And as inflation prompts people to spend less, 60% of consumers report that good value for money is the most important factor when it comes to shopping for Christmas goods this year.

Similarly, three in ten of us say we’re planning to spend less on Christmas this year, with gift giving looking to be affected  as almost a third of consumers (31%) say they plan to buy fewer gifts this year compared to last and a quarter (24%) intending to spend less on celebration items like food, decorations and parties and meals out.

Is Christmas a no go then?

It’s no surprise that consumers’ Christmas spirits have been dampened with the cost of living crisi at the forefront of everyone’s minds– one in five consumers (20%) say they expect to feel stressed this Christmas, a marked increase from one in seven (14%) last year. 

However, half (52%) of consumers are optimistic that they’ll be able to celebrate Christmas as usual this year, and over a quarter think Christmas will feel exciting and a big occasion to look forward to, which is good despite the circumstances, consumers are still willing to let into the excitement of christmas, and make it as special as they can.

Overall, eBay noted that there are still plenty of opportunities for brands and retailers during traditional retail moments, as half (50%) of consumers say they plan to take advantage of offers and deals this Black Friday to save money on gifts. This will be key- your campaign needs to catch consumers in the right mindset this christmas. 

Overall, looking at Christmas and the Retail Market from a planning perspective and being conscious of the pending recession- we can confidently say that brands aren’t to shy away from spending and should continue to make themselves present. Advertising during a recession may sound daunting, but continuing to stay on actually allows brands an opportunity to gain share of voice and stay front of mind while many competitors will decrease advertising, which would lead to eventually decreasing awareness with consumers by 24%.

While the general public are putting more thought into the money they spend on gifting, this doesn’t mean that they aren’t willing to - people are looking to invest on moments that matter and make this year one to cherish.