eBay predicts surge in spending

In anticipation of the easing of lockdown restrictions next Monday, eBay Ads UK has called on brands to get ready for a “surge in spending.”

Consumer research carried out by the company found that 20 per cent of consumers have more disposable income compared to pre-pandemic, while 69 per cent already have a priority purchase in mind for when the lockdown lifts.

It said that clothing will be a key purchase for many consumers, with the survey finding that one in five (22 per cent) of respondents plan on buying new clothes as “a priority” when the lockdown lifts.

“We know that Brits are itching to start living their lives to the fullest as lockdown restrictions lift, and these insights demonstrate that brands need to ensure they’re engaging excited consumers with relevant products and content in advance of key moments – whether they want to go out on the town or go on holiday,” said Harmony Murphy, general manager advertising UK, eBay. “But to make sure they’re putting their best foot forward, brands mustn’t forget to keep an open mind and tap into the freshest data to ensure they’re engaging with audiences that might be less predictable, but just as important."

She added: “For instance, with the older generation on track to receive their first and second Covid-19 vaccinations within the coming weeks, brands would be wise to ensure they are not overlooking this important demographic longing to make the most of their newfound freedom.”

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