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Black Friday 2025: eBay survey shows how important trust and real discounts are
Dear sellers,
A recent eBay survey* of 2,500 consumers shows: On Black Friday, people place great value on real discounts and reputable sellers. Almost every second person (48 percent) doubts the authenticity of many price reductions. Around 30 percent decide not to buy if the price is still too high despite the discount. Just under a quarter (23 percent) also distrust the credibility of some online shops - many fear AI-generated fake shops.
People aged 30 to 39 and families are particularly critical: 65 percent of this age group say “no real discounts” is a barrier to purchase. Among families, 51 percent pay particularly close attention to transparent pricing. These results clearly show how important credibility is to your sales success on Black Friday.
Sellers who build trust and follow transparent pricing strategies can clearly stand out from the competition. Marketplaces like eBay provide the right platform for this - with established structures, trusted reviews, and a wide range of advertising solutions that make “real” offers visible.
Click here for the press release
We wish you a successful Black Friday sales-wise with our eBay Advertising campaigns!
Kind regards
Your eBay team
*The online survey was conducted from October 14 to 15, 2025 by the market research company Civey on behalf of eBay in Germany. The results are representative of the German population as a whole.
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