As the holiday season approaches, UK consumers are entering Black Friday and Christmas 2025 with bigger budgets, earlier planning, and smarter shopping strategies.
According to a recent survey by eBay and VoucherCodes, British shoppers are showing renewed confidence despite ongoing inflation, signaling a promising retail season ahead.
Early Planning and Bigger Budgets
A study conducted by eBay Advertising and Censuswide revealed that 49% of UK consumers plan to purchase Christmas gifts during Black Friday, while 29% expect to complete most of their holiday shopping during the event.
About 26% will take advantage of promotions to buy electronics or high-value items, and 41% are already researching discounts and deals.
Although inflation remains high, 32% of consumers intend to increase their spending this year, surpassing the 2024 average of £779.
Meanwhile, 27% of shoppers aim to finish their Christmas shopping before Black Friday, and 32% begin as early as September.
When it comes to purchasing decisions, value for money (66%) and product quality (59%) remain the top priorities.
Digital Advertising and AI Redefine Holiday Shopping
The survey highlights the growing impact of digital marketing and AI-driven shopping tools:
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56% of UK consumers are influenced by online ads.
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57% are likely to click on product ads while browsing for gifts.
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21% prefer sponsored search results when making purchase decisions.
This year, 53% of consumers plan to use AI tools to assist their shopping:
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24% for generating gift ideas,
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24% for price comparison,
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22% for budgeting,
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21% for creating shopping lists.
For sellers, AI technology is becoming a critical asset. eBay’s generative AI listing and bulk upload tools help optimize product descriptions and improve visibility, enabling merchants to manage listings and advertising strategies more efficiently.
UK Retail Market Set to Break Records
According to the VoucherCodes 2025 Christmas Spending Report, UK consumers are expected to spend a total of £91.12 billion during the six-week festive period from mid-November to December—an increase of 3.2% year-on-year, making the UK one of Europe’s strongest-performing markets.
Although total spending is rising, sales volumes may fall by 0.3%, reflecting a cautious but resilient consumer mindset.
By comparison:
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UK: £91.1 billion (+3.2%)
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Germany: £74.8 billion (+2.4%)
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Spain: £73.4 billion (+3.8%)
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Netherlands: £58.9 billion (+3.0%)
Gift and Food Categories Dominate Holiday Spending
Gift spending is projected to reach £11.59 billion, up 2.1% year-on-year, accounting for 50.5% of total Christmas expenditure—an average of £443 per household.
Leading categories include:
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Toys: £2.13 billion
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Electronics: £2.03 billion
Food and beverages will be the fastest-growing segment (+3.6%), reaching £8.36 billion, while holiday travel spending is expected at £2.36 billion.
Christmas decorations, though the smallest category (£630 million), will record its first growth (+0.3%) since 2021.
Online Shopping Continues to Grow
Online retail will account for £34 billion in sales (+4.7%), outpacing offline growth (+2.3%).
Still, 62.7% of holiday spending—around £57.1 billion—will take place in physical stores.
Among in-store shoppers, 48% plan to shop at supermarkets and 40% in shopping centers.
VoucherCodes reports that the overall outlook for UK retail remains optimistic:
Consumers, though cautious, continue to celebrate the holidays with enthusiasm, and 22% are actively searching for discounts and limited-time deals.
Brands that offer compelling promotions and value-driven campaigns are expected to outperform competitors this season.
What This Means for Global Retail Logistics
With UK retail sales expected to surge, demand for international freight forwarding, e-commerce fulfillment, and last-mile logistics will also rise.
For exporters shipping from China to the UK or EU, this period represents a key opportunity to optimize inventory planning, shipping schedules, and warehouse distribution.
📦 Contact us today to learn how our door-to-door shipping and logistics solutions from China to the UK can help your business capitalize on the 2025 holiday shopping boom.