UK shoppers focusing on discounted items - research

New research from eBay Advertising has found cost-conscious consumers are notably prioritising value, with nearly three-quarters expressing a preference for buying garden items on sale. Shoppers are taking a strategic approach by thoroughly researching their purchases to find the best deals and prices.

According to the findings, 70% of UK garden owners are planning to spend money on their outdoor spaces this year amid financial pressures, with a strong inclination towards purchasing discounted items.

"Spring shopping is officially underway, making this a crucial time for brands and sellers to capture early interest. As consumers look to refresh their gardens, affordability remains front of mind," stated Billy Mills, Senior Director, Global Advertising at eBay.

The research highlights that leisure activities are taking a backseat compared to home investments for many UK households. With rising costs influencing spending habits, 1 in 10 individuals planning garden improvements have decided to do so instead of going on holiday.

Interest in garden enhancements appears robust, with more than half of shoppers preparing for the warmer seasons by planning to refresh their outdoor spaces. Specifically, 39% intend to spend more this year compared to previous years, demonstrating continued investment in home aesthetics despite economic constraints.

As cost remains a pivotal concern, 74% of consumers indicated a greater likelihood of buying garden items when they are on discount. Moreover, 68% of respondents conduct prior research to ensure they secure the best price, underscoring a trend towards deal-hunting amid budgetary restrictions.

The eBay research further identifies affordability as a significant consideration, with 61% of garden patrons acknowledging its importance in decision-making processes. Among those abstaining from garden spending, 37% cited financial limitations as a primary reason.

Platform data from eBay.co.uk reveals a spike in early spring searches for gardening essentials, such as seeds and plants. Searches for "seeds" notably increased by 9% in the third week of March last year, while "plants" searches rose by 11% in early April, reflecting heightened demand for budget-friendly items at the start of the gardening season.

The focus on gardens is also illustrated by the search trends for larger investments, like garden furniture. Searches for these items increased steadily throughout the spring, peaking in mid-April with a 27% rise compared to March, indicating a measured approach towards summer preparations.

"Sellers should focus on boosting visibility through promotions and deals, as shoppers are increasingly researching and comparing options before purchasing. eBay Advertising offers data-driven solutions like Promoted Listings, helping ensure products stand out at the right moment," Mills added, highlighting the importance of strategic advertising.

The study, conducted by Censuswide, surveyed 2,003 UK respondents over the age of 18 with access to a garden, providing insights into consumer spending attitudes under current financial pressures. The data underscores an ongoing trend towards domestic enhancement over leisure spending, influenced by broader economic factors.