eBay Ads found that in the U.K., more than a third (34%) of the population would be inspired by ads to purchase during the holiday season and that over half (54%) of that demographic cited Black Friday as the start of their Christmas shopping.

The same research also claimed a third of shoppers influenced by ads said that without Black Friday deals, they would struggle with the cost of their seasonal shopping this year.

“It’s vital that brands and sellers leverage advertising tools from now until the end of the year to ensure they harness their influence during this key promotional period, converting perusal into purchase among those eagerly awaiting deals,” said Upasana Gupta, general manager of eBay Ads U.K.