New research from eBay Advertising UK suggests that Gen Z will take the lead this Black Friday, doing much of their shopping through online marketplaces and apps as the discounting event takes a greater slice of festive spending.

The survey of over 2,000 UK consumers found ​​nearly half (48%) are likely to buy Christmas gifts during the 2026 Black Friday sales, rising to nearly three quarters (73%) of Gen Z.

While shoppers across all ages plan to set aside just over a ​​fifth (22%) of their total Christmas budget for Black Friday, Gen Z will apportion 37% – more than a third of their total festive budget.

​​​​​​Fashion is set to be a popular category, with 43% of shoppers planning to make apparel purchases, followed by consumer electronics (35%) and beauty and grooming (34%). Gen Z are especially drawn to fashion, with 56% planning to shop clothing during the promotional event.

“Gen Z are heading into Black Friday ready to spend, and marketplaces are clearly going to play an important role in how they shop,” said Billy Mills, Senior Director of Global Advertising Sales at eBay, said.

Gen Z also looks set to lean heavily on digital channels for Black Friday shopping, with a​​ third intending to do most of their shopping through online marketplaces (18%) or retailer apps (15%), ​​compared with 23% of shoppers overall.

Advertising and video content also appear to play a greater role in Gen Z’s purchase decisions. ​​Nearly six in ten (59%) say sponsored or promoted placements appearing higher in search are important to them when buying gifts on online marketplaces this Christmas, compared with 40% of shoppers across all ages.

“The opportunity is about understanding what buyers are looking for and making sure their products show up when it matters,” Mills continued. “Using those insights to inform how you promote your listings and shops can help you reach shoppers who are already in the market.”

“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,” he concluded.