Hello Sellers,
Each year, we share practical insights to help you prepare for the holidays, and this year’s landscape — given inflation and economic uncertainty — is particularly nuanced. But that doesn’t mean consumers aren’t shopping. What we’re anticipating is that people will approach holiday spending with what we’re calling a never-before-seen intentionality – seeking highly personal and valued items and, after last season’s dominance by supply chain challenges, a desire to deliver the ideal gift.
So we’re making sure shoppers recognize the unique inventory you bring to the table – allowing them to find that perfect present that no other marketplace has. From autographed albums and original concert tour t-shirts, to vintage Chanel bags and classic pearl necklaces, even Steph Curry trading cards and Funko Pop! Boba Fett figurines – you’ve created the world’s most eclectic source of cool, unique, limited-edition and authentic gifts – sure to make anyone on your list (even yourself) smile.
It's only on eBay that shoppers can get so personal – so intentional – with their gifting, and that’s what we aim to broadcast on your behalf. To put you in the strongest holiday position possible, we’re going to focus shoppers’ attention on eBay’s endless gifting possibilities – all while helping you deliver a best-in-class experience for high-value, enthusiast buyers and key categories like fashion, luxury, collectibles, motors and more.
With this in mind, we’ve put together a list of in-demand brands and items across many of our top categories that shoppers will be searching for in the coming months. I hope you find it interesting and inspiring!
Collectibles
From pop culture to games to sports, when it comes to collectible items, we’ve got the gift. While our trading card stats regularly make headlines, they are a fraction of the immense collectibles inventory sellers bring to the table. Here’s a look at some of the top-selling items across the category, to give you a sense of what’s going to be hot this season:
- Few categories are more important during the holidays than toys and games, where top-selling items tend to quickly run scarce in stores, driving buyers to eBay for late-season finds. Beanie Babies, Barbie, Funko Pop!, LEGO and Squishmallow have been in incredible demand this year. In fact, searches for Lego Star Wars: The Skywalker Saga are up over 500% since January of this year, while Mattel’s Meditation Mouse jumped more than 700% from January to September. And appetite for board games hasn’t waned – this year’s top sellers include Axis and Allies, Battleship, Candy Land and Settlers of Catan. As for me — I’m personally waiting with baited breath to see if Pokémon Squishmallows will hit the marketplace in time for Christmas, a combination that would be the perfect gift for my kids!
- Trading cards — from sports to card games — continue to rise in popularity. 2022’s hottest items include Garbage Pail Kids, Magic: The Gathering, MetaZoo, Pokémon, and Yu-Gi-Oh!. For sports, this is the year to list any Rob Gronkowski, Roger Federer, Serena Williams, or Tom Brady items that’ve been sitting in your inventory as retirements, un-retirements and career pivots have collectors searching high and low for cards and memorabilia. Meanwhile, searches for baseball stars Aaron Judge and Albert Pujols are up over 700% and nearly 300%, respectively.
- And for the entertainment buffs on the ‘nice’ list, sales of Tiny TV Classics have shot up 130% since January. Interestingly, the hottest vinyl from December 2021 came from James Brown, Mariah Carey, Michael Buble and Nat King Cole. Note: I hear Mariah is dropping a new holiday album for 2022!
Fashion
Gifting fashion never goes out of style, but the appetite for pre-owned luxury is only increasing. In a survey with Vogue Business, we found that nearly 70% of consumers are buying pre-owned — with eBay topping the list as their most popular destination. With Gen Z consumers, the number is even higher at 80% preferring pre-owned. So, holiday shoppers are sure to win the hearts and minds with the younger people on their list when gifting vintage luxury.
- For the watch enthusiast, Hamilton, Omega, Seiko, Tag Heuer and Tissot top our most-sold list. Interestingly, from August 2021 to August 2022, searches for the Gucci 25H increased more than 500% (hint, if you have one to list, now’s your moment). But it’s not all about luxury models — this year Seiko has consistently ranked as one of our top 5 sellers…
- For handbags — always a great gift in a clutch (see what I did there) — there’s been major movement since the category joined the Authenticity Guarantee club. 2022’s top-selling brands include Chanel, Gucci, Louis Vuitton and Prada. In fact, when it comes to shopping for well-known designer handbag brands, shoppers are just as likely to buy pre-owned products as they are to buy new ones.
- A category we see a lot of excitement around this time of year is jewelry — perfect timing as it was recently added to our Authenticity Guarantee offering. On average, eBay has 7.8 million fine jewelry listings, and in 2021 we sold an average of eight fine jewelry pieces each minute. When it comes to sparkly splurges, shopping tends to kick off early; in fact searches for certain brands — like Harry Winston — rose triple digits last month.
- Everyone likes a fresh pair of kicks. The sneaker sales we’ve seen trending across 2022 include Air Jordan 1 Retros and 11 Retros, New Balance 550s, and the Nike Dunk Low Panda. In fact, since January 2022, sneakerheads searched for Nike Low Dunk Panda over 50,000 times a month, on average.
Motors, Parts & Accessories
Motors is and continues to be one of eBay’s biggest categories. Our investment in the space is substantial; if you’ve ever seen one of our Let’s Ride ads or attended one of our recent Parts of America events, you’ll know how seriously we — and our fellow gearheads — take the subject. Here we have almost half a billion listings which means half a billion auto enthusiast gifting options. This year’s top-selling gear includes specific brands, like: the Chemical Guys Cleaning set; Craftsman Easy Read Socket Wrenches, Craftsman Mechanic toolsets, Topdon Portable Car Jumps and the Vevro Car Jack.
Electronics and Refurb
You may remember that last year we released a recommerce study showing 80% of Gen Zers bought pre-owned goods, with many basing their purchases on principles, including sustainability and value. While conscious consumerism like this applies all across eBay, it’s probably best highlighted in our selection of appliances and electronics, with searches for ‘refurbished’ up double-digits.
Top-selling refurbished electronics and appliance brands in 2022 include Bose, DJI, Dyson, Samsung and Sony, with sales leading across Sony Wireless Headphones, the DJI Mini, the Samsung Galaxy and Bose’s QuietComfort Headphones. Dyson’s V8 Vacuum alone has seen over 2,800% growth since June 2022. With the holidays equaling prime entertaining season, this makes our refurb appliance and electronics inventory practically irresistible.
Final thoughts
I hope these insights help you manage your approach for this very unique holiday season. This year’s focus on ‘intentional’ gifting spotlights eBay’s greatest strength: our sellers’ inventory scope and diversity. Shoppers can rely on the incredible selection our sellers bring to the marketplace and find that perfectly personal gift — whether it’s hot and in-demand, or one of a kind — in any condition and category.
Despite the turbulent world around us, I’m very optimistic about your success in the season ahead and the new year in front of us, and I’ll continue to share consumer sales and search trend insights in order to help guide you through the holiday season and into 2023.
Thank you for your time, for your attention, and for your partnership. And, as always, thank you for selling on eBay!
Adam Ireland
VP and GM, eBay US
P.S. Those who know me know I love the holidays. For the past 3 years, it’s been my pleasure to oversee the days leading up to Black Friday and through the New Year, ensuring that promotions are running, the marketplace is humming and every opportunity for our sellers to increase sales is being met. The holidays also bring out a certain fashion eccentricity that I’ve become a bit famous for: my ultra-holiday attire. Hey, Jordan has his Muppets ornaments…
