From self-indulgence to self-improvement, eBay Advertising reveals new year shopper groups

In this Article

72% increase in searches for “beach towel”.

2,400 searches a day for “diamond ring”.

Searches for “washing machine” up almost a fifth.

The first weeks of January will present a diverse range of opportunities for brands to engage with reinvigorated shoppers.

For many consumers the New Year is a time to atone for their sins over the festive season. In the first two weeks of the working year, shoppers made an average of more than 2,500 searches for “running shoes” and over 5,000 searches for “weights” to kick-start their new regimes.

However, we have also identified a number of lesser-known shopping tribes that marketers should be tapping into as the nation prepares to shift away from a gifting mentality.

Jump-ship January

Our insights show that the ‘January Blues’ get many people dreaming of sunnier shores.

In the week commencing 4th January 2015 – for millions the first week back in the office – there was an increase of 72% in searches for “beach towel” and a jump of 49% in interest for “bikini” compared to the previous week. This appetite for long-haul travel gives brands a valuable chance to interact with consumers booking or planning to book a trip.

The self-indulgent spenders

A significant chunk of shoppers treat themselves to combat the month that’s often billed as the most depressing in the calendar.

Some splash out in a big way; in the week of the 4th January this year, women made more than 2,400 searches for “diamond ring” per day. This was 77% higher than the number of searches men made for the item during the same period.

Others are happy simply to indulge in a few of the finer things in life; on Sunday 11th January 2015, there were more than 35 searches every hour for champagne flutes – an overnight rise of 40%.

The practical purchasers

It’s also common for Brits to make practical purchases, such as white goods, in January, which they deferred from the expensive Christmas shopping season. In January 2015 searches for “washing machine” on were almost a fifth (19%) higher than in the previous month, demonstrating the potential opportunity for home-ware and home appliance brands.

eBay’s Head of Advertising, Phuong Nguyen, believes if brands can identify different shopper mind-sets and use this understanding to be hyper relevant, they’re in a good position to start 2016 with a bang.

“Historically, January has been seen as a challenging month for brands, as the shopping frenzy of Black Friday, Christmas and the Boxing Day sales subside and consumers tighten their purse-strings. What this data shows is that there are several factors at work in New Year shopping – from wanting to shape up, to an urge to ship out of the country.”

There’s no doubt that, overall, brands have to work harder for consumer spend in January than they do in the run up to Christmas. But shopping doesn’t grind to halt at the beginning of a New Year – rather that people are even less inclined to spend time and money on offers that don’t match their priorities. As a result, it’s more important for marketers to forge a closer relationship with audiences and use this knowledge to help and inspire them.
Pauline Robson, Director, MediaCom

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