Brits have been hit with festival fever and advertisers should be getting in on the fun

Data from eBay Ads UK has found that this summer’s festival season is primed to be one of the biggest in years, presenting an exciting opportunity for advertisers to capitalise on search and e-commerce trends.

With Glastonbury fast approaching, eBay Ads UK conducted a survey of UK consumers to identify what trends are headlining festival goers’ shopping lists this summer.

The data revealed that one in five respondents are prioritising festivals over holidays, with 21% having already started their festival shopping and 28% expecting this festival season to be the biggest since the pandemic.

Millennials are taking centre stage in leading this surge, with festival fever gripping 38% of respondents aged 25-34, stating they’re more inclined to attend a festival this year due to the lack of opportunity to do so in previous years impacted by COVID-19 restrictions. Interestingly, more than a quarter of consumers within this age bracket (28%) are planning to attend multiple festivals.

According to the research, gen x will be doing the bulk of the dancing alongside millennials, with one in five (21%) of those aged 45-54 also planning on attending at least one festival this season, a higher proportion of this age bracket than in previous years.

Fashion items and sustainable festival essentials top Brits’ purchase priorities

Among those most prepared consumers who have already commenced their shopping, some interesting trends have emerged.

Unsurprisingly, fashion items, including clothing and footwear, trendy accessories like sunglasses and hats, and bags top the list of priority purchases, with eBay Ads UK having already identified a boost in searches for these goods.

However, although many have begun their preparations, advertisers should be aware that many more won’t be planning so far ahead, with the data from 2022 suggesting that searches for last-minute looks won’t be going anywhere this year.

For instance, the final week before Glastonbury in 2022 (13-19 June) saw searches for ‘bucket hat’ and ‘denim shorts’ rise by around 30% compared to the week prior - so it’s never too late for marketers to invest in a campaign targeted at a wide range of festival goers.

Reselling resurgence - and not just tickets

As has been the trend, interest in pre-loved purchases will continue to rise among festival-goers in 2023, for a myriad of interesting reasons. Almost a quarter (24%) of consumers said they are more likely to buy second-hand festival items this year due to financial constraints, whilst 21% are prompted to do so for the sake of sustainability.

Among the highest priorities for sustainability-oriented purchases are festival essentials like eco-friendly glitter and solar powered lights, with a third (36%) placing these at the top of their shopping lists. A further 32% are looking to invest in second-hand clothing and more than a quarter (26%) will be searching for second-hand camping items and equipment.

Upasana Gupta, General Manager of eBay Ads UK, said: “After a few years riddled with cancellations and uncertainty, festival fever is back and Brits are gearing up to participate in summer festivals with a vengeance.

“Fashion is inevitably still a priority for many, with clothing, accessories and bags topping the list of items festival-goers are planning to buy over the next few months. But as financial constraints and sustainability concerns pique Brits’ interest in preloved items, brands and sellers alike would benefit from offering options that meet the Brit festival goers needs.”