Millennials are top generation for treating themselves, especially for fashion and beauty – eBay report

As the saying goes: if you can’t love yourself, how are you going to love someone else? This season, the spirit of giving is getting personal with Britons putting themselves at the top of their own gift lists, according to eBay Advertising UK.

Its survey of more than 2,000 Christmas shoppers found that 29% of shoppers tend to spend more on themselves than friends or family at Christmas – jumping to 50% of Millennials. 

And there’s good news for fashion, accessories and beauty retailers as they all top the self-gifting list this Black Friday and Christmas with the first two hitting 31% and beauty and wellness at 27%.

Meanwhile, wider research reveals a clear opportunity for retailers, with shoppers planning to splurge more this festive season and 32% planning to spend more this year than last, up 24% on 2024.

The trend is even more pronounced among younger shoppers, with 56% of Millennials and 51% of Gen Zers planning to increase their budgets, “suggesting a desire to go big on festive shopping, both for themselves and others”, the report said.

Millennials are also the biggest spenders overall, with an average Christmas budget last year of £993.77, compared to the UK average of £779. By contrast, Generation X are showing signs of caution, with 26% planning to spend less, “highlighting a generational divide in festive attitudes”. 

Convenience and price remain key drivers with 38% say they shop on marketplaces to save time, and 33% appreciate being able to buy for multiple people in one place, while 31% are motivated by better deals.

But with 51% admitting they often wait for promotions or discount codes before buying gifts, “marketplaces that surface the right offer at the right time are well-positioned to convert intent into sales”.

“The research makes it clear that advertising plays a decisive role in shaping purchase behaviour. Over half (56%) of shoppers say online ads have directly influenced their buying decisions during the Christmas season,” said eBay Advertising UK.

Billy Mills, senior director of Enterprise Seller Development & Brands at eBay, added: “This peak season isn’t just about gifting – it’s about recognising the moments shoppers choose for themselves. We’re seeing a clear shift, especially among Millennials, towards more personal, feel-good spending.

“That’s a real opportunity for sellers: to position products not just as thoughtful gifts, but as meaningful purchases that resonate.”