Over a third of consumers surveyed have already bought some Christmas-related items this year.
COVID-19 has caused Christmas to begin earlier than usual in the UK, with over a quarter (27%) of consumers planning to start shopping and preparations earlier than they did last year.
Earlier this week, John Lewis opened the doors of its online Christmas shop earlier than ever before, following a spike in festive searches – and this is further underlined by new eBay research.
According to a survey of 2,064 UK consumers who celebrate Christmas, over a third (34%) have already bought some Christmas-related items this year, including Christmas cards (17%), wrapping paper (16%) Christmas presents (13%) and Christmas decorations (8%). One in every 25 (4%) respondents even admitted to having already forked out on festive clothes and accessories – suggesting that, for some, Christmas spirit is well underway.
This behaviour has been confirmed by eBay insights into the shopping behaviour of the 32m monthly users on ebay.co.uk, with 44% more searches for ‘Christmas’ or ‘xmas’ made on the site from April to May this year compared to the same period in 2019.
Purchases are being predicted to be more passion-driven, with the research revealing that over half (56%) of consumers surveyed have taken up a new hobby or interest during the lockdown, and 31% observed a family member doing the same.
Of those who have taken up a new hobby or interest, three quarters (75%) intend to continue with it for at least the rest of the year – meaning these interests are likely to wield influence over Christmas wish lists.
The two most popular new hobbies were gardening and baking, which could prove fruitful for licensed brands with products within those categories.
“In a year steeped with uncertainty, the only thing we know for sure is that this year’s Christmas will be an incredibly important retail milestone,” said Harmony Murphy, head of advertising UK at eBay. “And, with so many events, occasions and gatherings cancelled this year, it’s easy to understand why Brits are already excited and planning ahead for a more thoughtful and meaningful celebration.
“However, with so much having changed this year – from plans and priorities to interests and incomes – brands now face a huge challenge as they look to make their Christmas campaigns relevant to a transformed consumer.”
Unsurprisingly, the research also indicated that financial insecurity could lead to shoppers making more thoughtful purchases this Christmas. 37% of respondents said that income or financial security was a top factor that will influence what they decide to buy or how they spend on gifts and celebrations in the run up to Christmas.
And, while last year UK consumers spent an average of £551 on Christmas shopping and celebrations, this year almost half (44%) of consumers are planning to spend the same this year, a third (31%) plan to spend less.
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