Trends and Data

eBay predicts 2018’s Busiest Online Shopping Day as Aussies take the stress out of Christmas

Press Release

Australia’s number one shopping destination¹ is forecasting ​Monday 3 December will see the most Aussies shopping online in 2018. eBay estimates that more than 2.6-million people will visit, with 1.8-million of those shopping on mobile devices. Throughout the day there will be 4 gifts purchased every second, with 2 of those on mobile.

Site-wide shopping is predicted to peak between 8.30pm to 8.45pm, while the busiest time for mobile shopping will be 9pm to 9.15pm. The trend of desktop buying during the evening on Australia’s Busiest Online Shopping Day is well and truly over, with desktop sales predicted to peak between 2pm and 3pm on the day.

Head of Retail Insights for eBay Australia & New Zealand, Gavin Dennis said, “Aussies are getting a head start on Christmas and this year, the Busiest Online Shopping Day is a full week earlier than the past few years. We’re seeing people taking advantage of great deals throughout November and early December to take some of the stress out of the Christmas period.”

“Electronics, health and beauty, toys and jewellery will be the most popular items; this year we’re also expecting to see even more buying Apple products, with a purchase every 48 seconds,” Dennis added.

eBay predicts there will be a toy sold every 3 seconds, a bottle of alcohol every 42 seconds and an iPhone every 90 seconds.

Aussie shoppers will continue to support our home-grown businesses, with more than half of all purchases (55 per cent) set to be from eBay’s 40,000 strong network of Australian sellers.

eBay is predicting that similar to 2017, outer metropolitan and regional areas will be the most active across the day, with the top postcodes predicted to be Werribee (VIC), Liverpool (NSW), Mackay (QLD) and Toowoomba (QLD). However, breaking the trend, this year the Sydney CBD is likely to be the second most active postcode, coming in behind Werribee (full list below).

“When you take into account the growth of our Click and Collect network, as well as free delivery and returns with an eBay Plus shopping membership, it’s no surprise that people in central Sydney will be taking some time during the workday to make a start on Christmas shopping,” Dennis said.

Australia’s most popular online marketplace² will offer great deals on the hottest gifts for the holiday season to celebrate the nation’s Busiest Online Shopping Day, including 10 percent off³​ ​, and 20 percent off Carlton United Breweries alcohol.⁴

Purchases are covered by eBay’s ​Best Price Guarantee​ and millions of items are eligible for free delivery and free returns with eBay’s feature-packed online shopping membership, eBay Plus.



About eBay Marketplaces:

eBay is one of the world’s largest online marketplaces, connecting people with the things they need and love virtually anytime, anywhere. eBay has 177 million active buyers globally and more than 1.1 billion live individual and merchant listings at any given time. With mobile apps available in 190 countries, eBay delivers a personalised shopping experience and seamless access to inventory from down the street and around the world. Tailored shopping experiences customise buying and selling; and eBay provides variety and choice for sellers by enabling them to offer goods through online, mobile and local channels to consumers around the world. For more information, visit ​​.


Elizabeth Johns, Pulse Communications
T: 0466 527 830 | E: ​

Christine Yangoyan, Pulse Communications
T: 0420 227 732 | E: ​


Notes to Editors:

On Monday 3 December 2018 predicts:

Site wide:

  • 2.6-million people will visit the site
  • 91% of items will be brand new
  • Busiest shopping hour: 8pm – 9pm
  • Busiest 15 minute period: 8.30pm – 8.45pm
  • 4 gifts per second will be sold

Via mobile:

  • 91% of items will be brand new
  • Roughly 1. 8-million visitors via mobile devices
  • 2 gifts per second will be sold on mobile
  • Mobile spending to peak between 9.00pm and 9.15pm

Product predictions:

  • A health and beauty item to sell every 2 seconds
  • A toy to sell every 3 seconds
  • A piece of jewellery to sell every 3 seconds
  • A pet care item to sell every 10 seconds
  • A bottle of alcohol every 42 seconds
  • An Apple product to sell every 48 seconds
  • An iPhone every 90 seconds

Most Active Postcodes:

● Werribee – VIC

  • Mobile share: 66%
  • Top items: Jewellery and rings

● Sydney CBD – NSW

  • Mobile share: 59%
  • Top items: Health and beauty - Moisturisers

● Liverpool – NSW

  • Mobile share: 70%
  • Top items: Education Toys

● Mackay – QLD

  • Mobile share: 68%
  • Top items: Home decor including artificial flowers and floral furnishings

● Toowoomba – QLD

  • Mobile share: 64%
  • Top items: Music CDs


¹ ​Roy Morgan, June online shopping survey, 18 June 2018
² ​PayPal mCommerce Index September 2018
³​ Code ​PYRO10​. Concludes 4 December. Min spend $120, max discount 300, 2 transactions per person
⁴​ Code PARTY2018. 20% off excluding postage, max discount of $1000, and max 10 items per transaction