Campaign of the Week: eBay Holiday Ad Highlights Unique Gifts

The holiday shopping season is underway. And that means that retailers are starting to air their holiday ads. Popular online retailer eBay recently released one such ad that highlights some of the unique gifts you can purchase on the site. So how many consumers appreciate this type of ad? We asked 1,000 respondents about their thoughts on online retailers and then tested the ad to see if it made any impact on holiday shoppers.

ebay holiday ad

Online Shoppers

In Ask Your Target Market’s latest survey, 18% of respondents said that they shop online at least a few times per week. 34% said they shop online a few times per month. 21% do so a few times every three months. 16% do so less frequently than once every three months. And 11% of respondents said that they don’t ever shop online.

Of course there are many different stores and websites where people can go to shop online. But eBay is certainly already a popular option. 54% of online shoppers said they have shopped on eBay. And 33% said that they use eBay regularly. Only Amazon and Walmart were more popular with regular online shoppers.

eBay Holiday Ad

Overall, 10% of online shoppers said that they are certain or practically certain that they’ll choose eBay the next time they purchase gifts. And 16% said that it would be very probable. Of those who viewed eBay’s holiday commercial, 11% said that they would be certain or practically certain about choosing eBay the next time they purchase gifts. And 15% said it would be very probable.

In addition, 72% of those who viewed the eBay holiday ad said they are at least somewhat likely to do some holiday gift shopping this year. And of those respondents, 14% of holiday shoppers said they would be certain or practically certain about choosing eBay for their next gift purchases. And 16% said it would be very probable.

Brand Attributes

In general, respondents tend to see eBay as a brand that reflects the kind of person they are, is popular and provides value. Those who viewed the eBay holiday ad were slightly more likely to consider eBay to be a popular choice for holiday gifts and other purchases. But they were slightly less likely to associate the brand with the other positive attributes.

Key Takeaways

The eBay holiday ad only had a negligible impact on consumers as a whole. But it had a slightly greater impact on those who plan on buying holiday gifts this year, which is likely the audience that eBay is trying to reach with the ad. Other popular retailers like Amazon and Walmart remained popular as well. But since many holiday shoppers are likely to buy from more than one retailer, it seems like eBay has done a fairly decent job of getting more customers to add the popular site to their holiday shopping plans.

You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.

Photo Credit: eBay by Kazuhisa OTSUBO under CC BY 2.0

What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on November 11-16 via AYTM’s online survey panel.

Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.