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1、2023 eBay Ads Holiday GuideEvery year,it seems that the holidays come back around just as quickly as they left.Here in the U.S.,fall is quickly approaching,which means the holiday season is top of mind for me both as a consumer,and as a business leader.I know I am not alone,and given the unpredictab
2、ility of the past few years,I imagine many of us are wondering what the next few months will hold.Consumers have exhibited a wide variety of spending behaviors lately,in response to recent trends.For example,the impact of inflation is still top of mind for some,who plan to stretch their budget throu
3、gh finding the best deals during the 2023 holiday season.That said,weve also seen major cultural events such as the Barbie movie and Taylor Swifts The Eras Tour help boost the economy,as enthusiasts and collectors flocked online and to their local shops,exhibiting high willingness to pay and fueling
4、 business growth.Additionally,in the last year,weve experienced notable innovations in AI technology and ecommerce.Here at eBay Ads,AI has been ingrained in our conversations,as we actively work to experiment with and implement advanced AI,to make the advertising experience intuitive and efficient f
5、or both buyers and sellers alike.We also focused on using technology to make shopping and selling online both fun and personalized,with recent innovations like live commerce,AI generated descriptions,and more.These are just a few examples of the increasingly complex and exciting landscape that has b
6、rought us to this years holiday season.To help navigate this environment,eBay Ads is publishing the fourth edition of our eBay Ads Holiday Guide.Within the guide,youll find fresh insights on consumer sentiment around the 2023 holidays,including their search habits,perception of ads,expectations of b
7、rands,and more.The survey findings,combined with insights from our vast,global customer base,give eBay Ads the unique opportunity to understand the state of ecommerce,shopping behaviors,and how ads solutions can help businesses thrive and were excited to share that with you again this holiday season
8、.Happy reading and have a wonderful holiday season!A message fromElisabeth RommelGM,Global Advertising Growth,eBay AdsHoliday Guide 20232Arguably,the most consistent theme of the past three years has been the need to adaptto unexpected changes from the way we work,to the way we shop,to the way we co
9、nsume content,and beyond.Offthe back of last years 2022 Holiday Guide,eBayAds understands the continued importance of real-time insights as shopper behaviors and spending habits evolve.This motivated us to once again survey shoppers directly to uncover how they plan on spending for the 2023 holiday
10、season,to then equip sellers and brands with the foresight to understand evolving shopping trends,particularly during the holidays.Within these insights,we discovered how and when consumers plan to do their holiday shopping,whether total holiday spend will fall short or surpass that of recent years,
11、andmore.Taking it a step beyond key holiday shopping insights,this guide also provides tips for sellers and brands on how to optimize the advertising tools at their disposal,maximize impact and sales,and ultimately navigate them through another seemingly unpredictable holiday season.Introduction3Hol
12、iday Guide 2023Methodology for the Holiday Survey:From 7/3/23-7/10/23,eBay surveyed over 3,000 US online shoppers who made a purchase online within the past 12 months,including at least 1,500 eBayshoppers.Historically,holiday shopping specifically Black Friday and other seasonal deals have been tied
13、 closely to brick and mortar retail.However,the past three years have shown a monumental shift to ecommerce and the utilization of marketplace platforms.According to Adobe,the global ecommerce market growth rate peaked at 17%in 2021 and is projected to maintain a growth rate of at least 8%over the n
14、ext several years1.Ecommerce is on top,and marketplaces are leading the charge:Marketplaces are the starting point for the majority of holiday shopping journeys.The majority of U.S.consumers surveyed(71%)begin their holiday shopping on online marketplaces.The takeaway:The holiday survey data named e
15、Bay as a top three marketplace destination for holiday shopping and great deals.This gives eBay a unique edge,as our marketplace is home to a wealth of holiday shoppers who start their holiday search with us.Sellers who take advantage of advertising solutions,leverage competitive pricing and holiday
16、 deals,and track holiday shopping trends and key search terms are in the best position to reach this pool of shoppers.eBay is one of the top marketplaces for consumers to begin their holiday shopping searchInsight#11.Adobe,top eCommerce Statistics for 2023,May 2023Holiday Guide 2023Holiday Guide 202
17、34Some of the top keyword searches by millennials:Xbox One Oculus Quest 2 Kobe 8 ProtroNov 6-Dec 31Oct 6-Dec 31Oct 2-Dec 24Nov 13-Dec 3198%Headphones140%RC toys415%String LightsBlankets&throws+80%Hoodies&sweatshirts+60%+190%+70%+50%+50%OctoberCategoriesPeakDecemberNovemberString lightsRemote-control
18、led toysHeadphonesNov 20-Dec 25Video gamesDec 4-Dec 175Top categories peak during the holiday seasonAs the 2023 holiday season approaches,it will be helpful to understand consumer search trends for the top shopping categories from previous years.Data shows that,for example,decor such as blankets and
19、 throws may pick up speed as early as October,while items that are widely available,such as video games,get purchased later in the season.Holiday Guide 20236Holiday Guide 2023At a time when consumers are undoubtedly flooded with an oversaturation of content on a daily basis,it can be hard to trust a
20、dvertisements as a worthwhile investment for sellers,small businesses,and brands.Proven purchasing impact:Survey data showed that eight in ten(79%)spend a lot of time exploring their options before making holiday gift purchase decisions,leaving a confirmed window of opportunity for sellers and brand
21、s to influence those decisions withadvertisements.When shopping on eBay,4 of 5(81%)consumers said they are likely to click on advertisements such as a promoted listing to learn more.Not only do ads spark engagement,but most consumers(39%)say they may be swayed(“I am open-minded and advertisements he
22、lp spark discovery”)by online advertisements for their holiday purchase decisions.In fact,one-third(33%)of respondents say they are very influenced by ads,meaning thatmore than 50%of gifts they purchase are different from what they originally intended to purchase,due to ads during the holidays.This
23、percentage rises to almost half(47%)of 35-44 year old shoppers.Additionally,over half(54%)feel more confident about holiday gift choices when they are chosen from ads,inferring a level of reassurance provided by ad solutions like Promoted Listings.The takeaway:The holidays prompt high demand for cre
24、ative gift ideas for a wide range of recipients,and shoppers indicated that product advertisements help spark discovery for these creative gifting needs.With eBay Ads,on average,sellers saw 50%more sales when using Promoted Listings Advanced compared to non-promoted items3.Sellers:What is your adver
25、tising strategy for this upcoming holiday season?The impact of ads during the holiday season is greater than ever$211 billion holiday spend2 with smart advertising33%of shoppers say they are very influenced by ads54%feel more confident about holiday gift choices when they are chosen from adsInsight#
26、22.Adobe,2022 Holiday Shopping Trends&Insights Report,Jan 20233.eBay data,Sept 2022-Feb 2023Walk the line of competitive pricing to demonstrate value to consumersEvery year as the holiday season approaches,brands,retailers,small businesses,and sellers always seek answers to the same question:how and
27、 when are holiday shoppers spending this year?eBay Ads recent study has the answers for the 2023season.The survey data revealed that last-minute shoppers who wait to make holiday purchases later in the season,do so in hopes of scoring last-minute deals for their purchases(46%).More than half(53%)ofs
28、hoppers cite good value for money as a priority when shopping for gifts this year,but quality is also important with 45%prioritizing product quality in their search forholiday purchases.No matter the economic environment consumers prioritize holiday spend.While shoppers noted value and pricing as a
29、top priority for holiday shopping,the survey data suggests more than half of holiday shoppers(55%)expect to spend more than planned on holiday-related expenses this year.Infact,69%of shoppers in the 35-44 bracket,otherwise known as the seasonal decision makers,noted their plans to spend more on holi
30、day-related expenses this year.The takeaway:Those two statistics are not mutually exclusive.For sellers and brands,this dichotomy highlights the need to be competitive with pricing,and strategic with when and how you promote your listings with advertising.To truly maximize the value of your ad spend
31、,aim to boost your visibility by finding the sweet spot between enticing buyers with a good deal,and pricing that reflects value.Insight#37Holiday Guide 2023Holiday shoppers are expected to spend more61%ended up spending more than expected on gifts in 2022 highest for those aged 35-44(70%)This year,
32、an important group of shoppers has emerged from eBay Ads holiday survey:the holiday decision-makers.This group of millennial(35-44)shoppers is driving a significant portion of spend during the holiday season they are the ones making gift purchases,hosting,and planning for the holidays in most househ
33、olds.When it comes to holiday shopping,the new hosts of holiday gatherings typically fall within this age group.They are also the ones primarily responsible for gifting decisions for their families,and the ones who occupy the role of decision maker for holiday gifting inmosthouseholds.Self-shopping
34、statistics prove demographic spend priorities:Inversely,within this group of decision makers,only(15%)will use the biggest chunk of their holiday spend on clothing and accessories purchases for themselves.With an overall average of 1 in 5 shoppers who do holiday shopping for themselves on eBay,this
35、age bracket of millennial shoppers is further identified as the holidaydecision makers;while shopping forself is a notable aspect of holiday spend,this group prioritizes shopping for others overthemselves.The takeaway:These holiday decision makers are a prominent audience on eBays platform.By unders
36、tanding what and how they are spending,we can also get a clear idea of how sellers can best connect with them.Ofthe large population of shoppers who begin their search on marketplaces,this group holds the most value with the most spend potential.Holiday Guide 20238Zooming in on shopper demographics:
37、Whos spending,on what,and why does it matter?Insight#41 in 5shoppers will holiday shop for themselves on eBayNow that you have a better understanding of the shopper mindset heading into the season,and the value of shopper demographics in understanding holiday spend,how can you use this insight to en
38、sure a successful holiday season?Weve distilled three actionable tips to make this season a fruitful one for brands and shoppers alike,with the help of advertising solutions and strategy.Holiday Guide 20239How sellers and brands can successfully leverage eBays ad solutions this holiday season40%incr
39、ease on average,when using Promoted Listings Advanced compared to non-promoted items.4Sellers saw aSellers should feel empowered to take advantage of advertising solutions,such as promoted listings that increase listing visibility andhelp drive sales,especially during the holiday season,to capitaliz
40、e on heavy shopper traffic.Consumers are more likely and open to engage with these advertisements during the season to help spark discovery,fulfill creative gifting ideas,and ultimately complete the purchase cycle.On eBays marketplace specifically,sellers have access to Promoted Listings Advanced a
41、solution that up-levels your campaigns,offering enhanced budget control and strategic keyword control,and access to priority placements across eBay.Consider investing in this or similar solutions for access to additional insights or features that can ensure more accurate targeting.Investing in these
42、 advanced solutions is a valuable decision that is often worth the price tag,as these additional insights could unlock a wealth of revenue growth that would otherwise stay on ones holiday wishlist by putting your products in front of the rightbuyers at the right time.Take advantage of advertising so
43、lutions like Promoted ListingsHoliday Guide 202310Tip#14.eBay data,Sept 2022-Feb 2023.Tip from Vintage Imported,eBay seller“The set budget per day was the average of how much I would have spent with Promoted Listing Standard,and the end result was incredible.Iended up having 15%moresales while maint
44、aining the same budget.Im planning to switch more popular listings to Promoted ListingsAdvanced.”Tip from Preston Gause,eBay trading cards seller“Think of Promoted Listings as your billboard.Most(if notall)successful companies advertise their items/services.This is your waytoadvertise.”11Holiday Gui
45、de 2023Sellers should also consider rolling out discounts,coupons and other pricing offers in December for last-minute shoppers.Our survey respondents confirmed that last-minute purchases are mostly strategic in hopes of lower prices.Advertising solutions can change the game in reaching these last-m
46、inute shoppers too,as sellers can strategize their ad spend in December,ensuring shoppers are seeing their ads as they search for deals at the last-minute.Sellers further their chances of connecting with last-minute shoppers and converting sales,by focusing their advertising efforts on listings that
47、offer discounts or competitive pricing later in the season.Run promotions and discounts in December for last-minute shoppersTip#2“We now sell tens of thousands of items every day on eBay and were keen to use all the tools available to us to increase that.Promoted Listings Standard is an important pa
48、rt of our marketing mix on eBay,generating impressions at the top of the funnel and eBay seller coupons are a fantastic tool to rapidly grow conversion.Through the tactical deployment of eBay seller coupons and continuing our usage of Promoted Listings Standard,these two levers work in harmony to me
49、aningfully deliver incremental sales.”Alastair Burge,Director of Marketplaces,R LimitedRead the full seller story Find the sweet spot between catering to the interests of the“holiday decision-makers”,the most prominent audience on eBays platform,andother age groups that your buyers belong to.Fine-tu
50、ning your productchoices for ads and promotional campaigns to ensure they arebest suited for your audience could be the difference between making a sale and not.Diversify holiday ad efforts across age groupsHoliday Guide 202312Tip#3Refurbished gifting is top-of-mindAppetite for refurbished items als
51、o remains high,with 56%likely to shop in the Consumer Electronics:eBay Refurbished category,and 58%likely to shop in Consumer Electronics:used,open box category.Top categories eBay shoppers are likely to shop for this season:Holiday and Seasonal(73%agree)Consumer Electronics:New items only(72%agree)
52、Fashion(78%agree)Toys and Games(79%agree)Health and Beauty(77%agree)Holiday Guide eBay Ads is a trusted partner to some of the worlds biggest brands and sellers.Their innovative and transparent approach helps customers think beyond ad spend to unlock data-led insights and strategies that empower their success,connecting them with eBay shoppers ready to buy now.