As the holiday season approaches, a recent study by eBay Ads highlights a growing trend among younger shoppers who are strategically capitalising on Black Friday sales to stretch their Christmas budgets. 

The findings reveal that a significant 27% of 16–34-year-olds view Black Friday as the official kick-off to the festive shopping season, with 22% of this age group completing their entire Christmas shopping during this peak sales period.

In an era where consumers are prioritising value for money, the study underscores the determination of younger demographics to make the most of seasonal sales opportunities. Almost half (49%) of 16–34-year-olds are planning to leverage various sales events throughout the remainder of the year, including Black Friday, to save money on their holiday gifts.

A shift in consumer behaviour

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