This season, the spirit of giving is getting personal, as new research from eBay Advertising UK reveals that Brits are putting themselves at the top of their gift lists.
The survey of more than 2,000 Christmas shoppers found that almost 1 in 3 (29%) shoppers tend to spend more on themselves than friends or family at Christmas – jumping to 50% of Millennials.
Fashion and accessories top Brits’ self-gifting list this Black Friday and Christmas (31%), with beauty and wellness (27%), electronics (24%), household essentials (23%) and gaming (19%) close behind – a mix of indulgence and practicality that reflects evolving shopper priorities.
A season of more – with spending up across the board
The research reveals a clear opportunity for retailers, with shoppers planning to splurge more this festive season. In fact, 1 in 3 (32%) plan to spend more this year than last – up 24% from 2024.
The trend is even more pronounced among younger shoppers, with 56% of Millennials and 51% of Gen Z planning to increase their budgets, suggesting a desire to go big on festive shopping, both for themselves and others.
Millennials are also the biggest spenders overall, with an average Christmas budget last year of almost £1,000 (£993.77), compared to the UK average of £779. In contrast, Generation X are showing signs of caution, with just over 1 in 4 (26%) planning to spend less, highlighting a generational divide in festive attitudes.
Marketplaces and Ads drive festive spend
With budgets on the rise, shoppers are turning to online marketplaces like eBay to find both inspiration and value. Convenience and price remain key drivers – 38% say they shop on marketplaces to save time, and 33% appreciate being able to buy for multiple people in one place, while 31% are motivated by better deals.
But with over half of shoppers (51%)1 admitting they often wait for promotions or discount codes before buying gifts, marketplaces that surface the right offer at the right time are well-positioned to convert intent into sales.
The research makes it clear that advertising plays a decisive role in shaping purchase behaviour. Over half (56%) of shoppers say online ads have directly influenced their buying decisions during the Christmas season.
Billy Mills, senior director of enterprise seller development & brands at eBay, commented: “This peak season isn’t just about gifting – it’s about recognising the moments shoppers choose for themselves. We’re seeing a clear shift, especially among Millennials, towards more personal, feel-good spending. That’s a real opportunity for sellers: to position products not just as thoughtful gifts, but as meaningful purchases that resonate. Marketplaces like eBay are uniquely placed to meet that moment – helping people discover items that offer both value and personal reward, exactly when they’re ready to buy.”
