Gen Z to drive bigger share of UK Black Friday spend

eBay Advertising said Gen Z shoppers are set to play a bigger role in Black Friday gift buying in the UK, allocating a larger share of their Christmas spending to the sales period than shoppers overall.

Research commissioned by eBay found that 73% of Gen Z consumers who celebrate Christmas expect to buy gifts during Black Friday sales, compared with 48% of all shoppers surveyed. The survey covered 2,001 UK adults.

Gen Z respondents said they would allocate 37% of their Christmas budget to Black Friday, versus an average of 22% across all shoppers. The data also showed that 42% of Gen Z mainly use Black Friday to buy treats for themselves, compared with 25% overall.

Shopping channels

The findings suggest younger consumers rely more heavily on digital shopping channels. A third of Gen Z said they would do most of their Black Friday shopping through online marketplaces or retailer apps, including 18% through marketplaces and 15% through apps.

That compares with 23% of shoppers overall who said they would mainly use those channels. Just 15% of Gen Z said they planned to shop mostly in physical stores.

Fashion was the most popular Black Friday category in the survey. Across all shoppers, 43% said they planned to buy fashion items, followed by consumer electronics at 35% and beauty and grooming at 34%.

Younger shoppers showed a stronger preference for clothing and accessories. Among Gen Z, 56% said they intended to shop in the fashion category during the Black Friday period.

Influence on buying

The research also examined what influences purchase decisions on online marketplaces during the Christmas shopping season. Sponsored or promoted placements were seen as important by 59% of Gen Z, compared with 40% of all shoppers.

Video content also carried more weight with younger buyers. Some 56% of Gen Z said it was important in their decision-making, versus 43% across the full sample.

At the same time, the survey suggested that basic product information remains the most consistent influence across age groups. A relevant title and description were important to 92% of respondents, while 97% said clear product images were essential.

The figures offer a snapshot of how Black Friday shopping behaviour is shifting as marketplaces and mobile apps take a bigger role in seasonal spending. They also suggest retailers and sellers seeking younger customers may need to balance visibility in search results with clear product presentation.

"Gen Z are heading into Black Friday ready to spend, and marketplaces are clearly going to play an important role in how they shop. For sellers, the opportunity is about understanding what buyers are looking for and making sure their products show up when it matters. Using those insights to inform how you promote your listings and shops can help you reach shoppers who are already in the market. With video content also influencing how younger shoppers make purchasing decisions, video ads in Promoted Listings offer another way for sellers to showcase their products and stand out. But getting their attention is only part of the job. Strong listings with clear images and relevant information can help turn that interest into sales and make the most of increased demand during peak," Billy Mills, Senior Director, Global Advertising Sales at eBay, said.