eBay published a 2024 marketing calendar for advertisers to answer questions such as, which categories are shopper buying the most in and when. “Our 2024 calendar answers the question so you can adjust your strategies for the year ahead,” eBay said in a post on its advertising blog.
In creating the calendar, eBay evaluated last year’s purchases to see when there were spikes across key categories, “so that you can be prepared for similar trends in 2024.”
“From Home & Garden to Motors and an array of categories in between, understanding when buyers are shopping, what categories they are shopping in and how purchase patterns fluctuate over the year will help you strategically plan inventory and advertising strategies to stay competitive this year. For example, we discovered that in March Cell Phone Cases, Covers, and Skins see an increase of 10% and in May, Women’s swimwear increases by 60%.”
One calendar entry where eBay sees a 60-70% spike in sales in May and June is eye-catching: “Body Parts” – but it’s quickly explained with the parenthetical notation “Boat parts.”
eBay included four categories in the calendar: Fashion; Home and Garden; Electronics; and Business & Industry. It used eBay first party data from January 1 through December 31, 2023, to compile the calendar, which includes the disclaimer: “Numbers are showing average increases. Individual seller performance may vary.”
At the end of the eBay Ads blog post, published at the end of February, eBay encouraged brands to advertise. “Advertising is a great way to ensure your listings are highly visible and delivered to purchase-ready buyers when it matters most. Tap into Offsite Ads to extend your reach off of eBay or launch Promoted Listings Advanced to ensure highest visibility on the marketplace.”
