Consumers shifted from indulgent shopping to health-focused goods in the final week of December last year, according to research from eBay Advertising.
In the last week of December 2013, searches for running shoes jumped by 150 per cent compared with the previous week. Consumers were looking at twice as many sports bras in that week too. On Boxing Day 2013, two pairs of trainers were sold every minute on the e-commerce site by consumers clearly looking to get back in shape after festive indulgence.
Last year, searches for juicers also increased by 75 per cent in that period, a trend which shows health and fitness brands can capitalise upon this mass consumer refocus. Furthermore, eBay had an indication the post-Christmas timeframe is the period where shoppers begin planning holidays as searches for bikinis more than doubled upon the previous month.
Phuong Nguyen, director of eBay Advertising UK, said: “We understand the importance of the festive season to brands but advertisers should not see the post-Christmas period as ‘dead time'. By combining insights from observed, not inferred, consumer behaviour, brands can capitalise on the shift in mind-set from gifting to personal goals.
“Brands that are able to harness the power of online to align nimbly with consumer sentiment stand to make considerable gains and increase their share of wallet.”
Pauline Robson, director at MediaCom Real World Insight, added: “It can be easy for brands to overlook opportunities in what has traditionally been seen as the post-Christmas lull.
“However, for many shoppers this is a time to look ahead to the New Year, and advertisers need to keep pace with consumer interest if they are to remain relevant to their audience.”