Men between 45-54 set for luxury self-gifting boom after Christmas

EBay predicts a boom in luxury purchases in January 2015

Middle-aged men proved to be the most selfish shoppers in January 2014 and the trend looks set to repeat itself in 2015, according to insights released by eBay Advertising.

The e-commerce giant measured purchase patterns across a basket of 10 luxury items, including designer fashion, jewellery and technology, using its ‘Indulgence Barometer’. It found that January and March both registered highs of self-gifting’.

Last January, there were 3.8 million searches for luxury items from men between 45 and 54, the highest volume of consumer inquiries across the gender and age ranges.

Phuong Nguyen, director of eBay Advertising UK, said: “Our latest Indulgence Barometer shows that high-end purchases aren’t restricted to Christmas; there are year-round opportunities for luxury brands to engage, and January presents a huge opportunity to grow share of wallet as shoppers stop buying for other people, and get ready to treat themselves.

“Marketers need to make sure that they don’t blow the budget in December; ring-fencing spend for January, and adapting campaign messages to reflect the shift in shopper mind-set is key to cashing in on the January opportunity.”

Ebay last month announced that post-Christmas, consumers are vastly more likely to purchase health and fitness goods, creating a unique sales opportunity for brands.

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