It’s autumn, and the peak season is just around the corner – wrong: it has already started! Almost half of all shoppers begin actively buying gifts by October at the latest, according to a Civey survey commissioned by eBay. Nearly three-quarters of buyers also plan to spend roughly the same amount on gifts this year as they did last year.
So, it’s high time for retailers and brands to gear up for the holiday season. eBay has put together a comprehensive whitepaper with concrete, helpful tips – not just for eBay sellers. Did you know, for example, in which calendar week hot dog makers and VR headsets, necklaces and bath bombs, toy castles and play shops, wood décor and tool sets have the best sales opportunities?
Peak Season really does start now
Alongside many general tips for the holiday season, you can also find very concrete, practical insights – if you know where to look. One of eBay’s first findings: starting in September, sales on eBay already begin to climb noticeably. This means that the holiday season really does start now – at a time when many retailers and brands are not yet expecting it and therefore are not prepared. And this trend spans across all categories: from electronics and fashion to toys and collectibles, to home and garden items, pre-loved and refurbished goods. For example, eBay has found that certain products peak particularly early – such as greenhouses, walkie-talkies, and VR headsets.
The white paper lists the exact peak season for certain products in strong categories such as electronics, fashion, toys, home & garden, etc. This allows retailers and brands to see at a glance when they can expect increased demand. eBay sellers can also perform detailed product research at any time via the Seller Hub’s “Verkäufer Cockpit Pro.”
Use checklists to stay on top of things
The second insight: Even though the holiday season seems to follow the same pattern every year, for new team members, restructured departments, or expanded international markets, it may still feel completely new. Good checklists help maintain an overview amid the hustle and bustle of multiple requirements and ensure that the right processes are triggered in time. That’s why eBay has developed a detailed checklist with specific dates for its whitepaper. For September, this includes switching to high-quality seasonal product images and launching cross-border sales. For eBay sellers, this means: activate eBay eMag for international sales.
In October, retailers should start their marketing campaigns at the latest and communicate any extended return policies. In November, the main task will be to manage the sales peaks of Singles Day, Black Friday, and Cyber Monday. Additionally, retailers would do well to monitor their focus products, review their advertising strategies, and stagger discounts intelligently – for instance, by offering early access to loyal customers.
Helpful tools available in eBay’s Seller Hub
A tip for eBay sellers: The traffic report in the Performance Tab of the Seller Hub helps analyze the Top 20 share of focus products and shows how often they appear in the top search results. If the share of focus products is below 70%, it’s advisable to use Premium Ads strategically. The whitepaper includes a helpful overview of which ad formats work best for which purposes.
Discounts pay off
The third takeaway: Discounts pay off. Most retailers already know this, but how exactly to plan special promotions, coupons, and volume discounts is often less clear. Surveys such as the Civey study for eBay provide guidance here. It revealed, for example, that nearly one in two buyers chooses offers with attractive discount promotions – followed by limited-time special and shipping offers. Additional buying incentives can be created with multi-buy and bulk discounts that reward cross-selling and higher order quantities. Voucher codes are also an effective tool, as they can be shared across eBay’s marketing channels or the seller’s own channels. eBay sellers can also use various “Best Offer” options to engage with potential buyers and offer them a reduced price on an item – which can help accelerate the purchase decision.
Conclusion: It’s Never Too Early to Enter the Peak Season
The final quarter of the year accounts for the lion’s share of annual revenue for most retailers. That’s why these weeks deserve maximum attention – and careful planning. To help you quickly find out whether you’re really “peak-season ready,” eBay has created the Peak Season Test. Do it now, it will show you where there is still a need for action.
You can find the test and many more practical tips in the whitepaper “Peak Season Playbook 2025.” Download it here now!