eBay Advertising has launched its 2026 UK Marketing Trends Calendar, giving brands and sellers a data led view of the seasonal moments and high intent shopping periods shaping demand across the year.

Built using analysis of eBay UK marketplace data, the calendar is designed to help brands plan marketing activity earlier, stay visible during peak demand windows and maximise performance across categories.

The data highlights how demand follows repeatable seasonal patterns, with distinct spikes appearing throughout the year across electronics, collectables, fashion, home and garden and automotive categories.

In electronics, demand for SIM card accessories rises by 76% across January and February, driven by a post Christmas setup phase as shoppers activate newly gifted devices. In collectables, sealed sticker cases see a 500% increase in February as fans focused on building and completing collections.

Seasonal shifts are also evident in fashion and home categories. Searches for sunglasses increase by 32% in April as longer days signal the approach of warmer weather, while demand for repellents rises by 119% in May ahead of peak insect season.

Automotive related demand follows a similar pattern later in the year, with searches for leak detecting tools climbing by 158% between July and September as people head off on their summer holidays.

According to eBay Advertising, these predictable shifts underline the importance of early planning, with sellers and brands needing to align media, inventory and promotional strategies well ahead of demand spikes.

“Buyer demand on eBay doesn’t happen at random – it follows clear seasonal patterns that repeat year after year,” said Billy Mills, Senior Director of Enterprise Seller Development and Brands at eBay. “What’s changed is how early and how deliberately sellers need to plan for those moments.