According to data released by eBay Advertising, April is the “tipping point” for online consumers and kicks off summer spending.
The Ecommerce marketplace giant reveled that in the UK between March and April 2013, Easter Season, showed sales for summer related items increase dramatically like BBQs doubling in sales, and purchases of Cricket bats rising up 40%. These numbers prove the season and dates have more to do with buyer phycology than weather. Last year the UK’s saw expectantly cold weather given the season.
eBay refers to the month of April as the “tipping point” for when shoppers begin their summer shopping.
“Regardless of the weather, we’ve seen that April is the trigger point for a change in shopper mindset, as Brits gear up for the May bank holidays and get ready for summer. While weather is clearly a key factor affecting shopping behavior, the data shows that brands should flex campaigns based on actual behavior rather than looking at the thermometer, or risk losing out. With Easter falling so late in the year, brands have a greater opportunity to capitalize on the ‘summer switch’ with three bank holidays in quick succession,” stated Phuong Nguyen, director of eBay advertising in the UK.
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eBay pointed the top 3 categories for summer shopping, garden living’, ‘paint jobs’ and ‘outdoor pursuits’.
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