The spirit of self-gifting is alive and well this Christmas, with 50% of Millennial shoppers admitting they plan to spend more on themselves than their friends or family, according to research from eBay Advertising.

The survey of more than 2,000 Christmas shoppers found that overall almost 1 in 3 (29%) will swap gift lists for wish lists and prioritise personal spending when it comes to allocating festive budgets this year.

Fashion and accessories top the list of Brits’ self-gifting choices this Black Friday and Christmas (31%), with beauty and wellness (27%), electronics (24%), household essentials (23%) and gaming (19%) close behind. 

Festive budgets on the rise as Millennials and Gen Z plan to spend more

In positive news for retailers, this peak season could be less about jingle bells and more about ringing tills, with the research showing shoppers are planning to splurge more this festive season. Nearly a third (32%) plan to spend more this year than last, up +24% from 2024.  

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

“This peak season isn’t just about gifting – it’s about recognising the moments shoppers choose for themselves,” said Billy Mills, Senior Director of Enterprise Seller Development & Brands at eBay.

Millennials are also the biggest spenders overall, with an average Christmas budget last year of £993.77, compared to the UK average of £779.

“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.”

Billy Mills, eBay

Marketplaces and advertisements drive festive spend 

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

But, with over half of shoppers (51%) admitting they often wait for promotions or discount codes before buying gifts, eBay says marketplaces that surface the right offer at the right time are well-positioned to convert intent into sales. Meanwhile, 56% of shoppers say online ads have directly influenced their buying decisions during the Christmas season.