• by Laurie Sullivan , Staff Writer @lauriesullivan, November 4, 2024

Consumers have expectations for the holiday shopping season. Based on consumer feedback, eBay details trends in a report that launched Monday, including estimates of how ads influence buying decisions.

Overall, 21% said advertisements help them find the best gifts, whereas 46% said they keep an open mind.

The data shows Gen Z and young millennials are even more likely to be influenced positively by advertising.

eBay’s research was conducted by Censuswide in a survey between July 7 and July 16, 2024 with a sample of 3,005 holiday shoppers.

The company’s ecommerce trends report launched on Monday -- long after U.S. holiday sales numbers were released by the National Retail Federation (NRF), which makes annual predictions.

U.S. holiday sales are expected to grow as much as 3.5% from November to December -- the slowest pace in six years -- the NRF forecast in October. But eBay believes its executives have determined what consumer expectations are and how ads influence their decisions during the season.

We have heard about chatbots helping consumers determine what to buy as gifts, but the data estimates more than two-thirds of holiday shoppers find that the information in advertisements helps to determine what to buy.

The study shows 67% of shoppers tend to browse marketplaces first. Although I am sure “marketplace” refers to eBay, data released last week suggests Amazon has surpassed Google in terms of the best way to find products.

I also agree with 73% of shoppers who in the survey said it is easier to go online to search and buy what they need, but I always prefer to go to brick-and-mortar stores to touch merchandise, especially if it’s a piece of clothing.

Some 78% of millennials think having a one-stop shop is important, which makes it easier to shop across a marketplace.

About 37% of shoppers said they are willing to spend more this holiday season but want their dollars to go further. They are conscious of household budgets, but eBay’s study suggests more shoppers than not are planning to maintain or increase their spending on gifts. Thirty-four percent plan to spend the same amount as last year.

What do holiday shoppers expect when buying online? Some 57% want value for the money they spend, while around 40% want deals and coupons and 34% look for product quality.

Twenty-five percent of consumers are looking for fast shipping of five days or less. More want free shipping -- about 10% more -- and that percentage rises to 47% during the holiday season.

Some 88% of holiday shoppers told eBay in the survey that clothing and shoes are their top pick this year, while 77% cited toys and games, 76% cited health and beauty, and 73% said their top category was consumer electronics.