Dreilinden/Berlin, 7 August 2024 – The 2024 Christmas business remains stable: Around every second German (49 percent) plans to spend at least the same amount or even more money on Christmas presents this year than last year. In comparison: just under one in five (20 percent) want to cut their Christmas budget and invest less in presents this time. This is the result of the representative “Christmas Shopping Report 2024”, for which eBay Advertising surveyed 10,000 consumers in Germany with the support of the opinion research company Civey. Another look at the sales figures on eBay.de in the Christmas business of the previous year (2023) shows: From the end of August, consumers in Germany are already increasingly going on the hunt for presents. It is therefore worthwhile for retailers and brands to increase the visibility and sales opportunities of their offers with targeted advertising at this early stage. eBay Advertising is offering them a completely revised portfolio with improved tools and advertising solutions that will help you boost your Christmas business even more easily and efficiently.
Young target groups and families are more likely to spend money at Christmas
According to a Civey survey, 46 percent of German consumers want to stick to their 2023 Christmas budget this year and spend about the same amount on gifts. 3 percent are planning to spend more money on gifts. The young target group of 18- to 29-year-olds (11 percent) in particular are prepared to invest more money in gifts this year. Among 40- to 49-year-olds, more than half (54 percent) want to spend at least the same amount or more on Christmas presents. And 52 percent of families with children are also planning about the same amount or more money for gifts, which is clearly above average. In a direct comparison of the federal states, consumers in Bremen (7 percent), Hesse (4 percent) and Lower Saxony (4 percent) in particular are prepared to spend more money on Christmas presents.
From the end of August, German consumers start their Christmas shopping
For a successful Christmas business, retailers and brands should be present with their offers from the end of August. This is because an analysis of the sales figures on eBay.de in the three months before Cyber Week from last year (2023) shows that consumers are increasingly starting Christmas shopping at this early stage. Early starters in the Christmas business include razors (+15 percent in week 34), necklaces (+10 percent in week 34) and smart speakers (+25 percent in week 35). Pre-Christmas product demand reaches its peak in the three weeks before Cyber Week in November. Compared to the average of the previous year, electronic items such as televisions (around +110 percent in week 41), netbooks (around +100 percent in week 46) and soundbars (around +40 percent in week 47), for example, recorded an early increase in sales figures. But fashion items such as handbags (around +40 percent in week 40), sweaters (around +50 percent in week 45) and coats (around +50 percent in week 47) as well as beauty products such as hair dryers (around +30 percent in week 47) and massage items (+15 percent in week 47) also reached significant peaks in demand. The categories “Sport” with jogging products (around +30 percent in week 41) and snowboards (around +150 percent in week 47), “Furniture & Living” with wardrobes (around +90 percent in week 43) and dining tables (around +50 percent in week 47) and “Toys” with dolls (around +40 percent in week 43) and construction kits (around +60 percent in week 44) also recorded a seasonal increase in product demand. Products associated with the search term “Christmas” (around +180 percent in week 47) are increasingly purchased from the end of October.
“Good news for Germany’s retailers: The demand for Christmas gifts is unbroken, and the potential for a successful Christmas business in 2024 is correspondingly great,” says Arnaud Valion Gueutal, Director Central Europe Advertising. “This year, those retailers and brands that differentiate their offers from the competition early on and position themselves with targeted advertising to potential buyers will generate particularly high sales. To this end, with our new advertising cockpit and unified portfolio of improved advertising solutions, we are offering them the opportunity to increase the visibility of their offers even more easily and efficiently and to boost their Christmas business on eBay.de. In keeping with our motto: Advertise successfully, grow successfully!”
The new eBay Advertising: Boost your Christmas business even more easily and efficiently
eBay Advertising recently completely revised its offering with a new design and a new name (eBay Advertising instead of eBay Ads) and made access to its advertising formats much easier. At the same time, all tools have been technically optimized so that even more data and control options are available for campaign creation and optimization. The focus of the innovations is the new advertising cockpit, which makes advertising on eBay even more intuitive and data-optimized to a greater extent. Here, retailers now receive even more key figures and new recommendations for successful campaign implementation and optimization.
For more information about eBay Advertising’s new advertising portfolio, visit
