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I run a small eBay store in the US selling home accessories, kitchen gadgets, and seasonal items. Sales have been fairly steady this year, but I’m expecting a lot more competition around Black Friday and Cyber Monday. I’ve been thinking about putting more money into advertising, although I’m not sure how aggressive to get with it. Some of my products have enough margin to absorb extra costs, while others only leave me a few dollars after supplier costs, shipping, and eBay fees. I don’t want to spend the busiest shopping weekend watching orders come in only to discover that most of the profit went toward advertising. How are other sellers deciding which listings to promote and how much they’re willing to spend during the holiday rush?
A busy weekend can make a weak-margin item look great until you see what was actually left after fees and ads. Work backward from the profit you have before advertising and set a ceiling for each listing before the campaign starts. Products that only leave a few dollars after supplier cost, shipping, and eBay fees probably shouldn’t be pushed hard just because they already sell well. Group the stronger-margin items separately and give those more room for ad spend.
Holiday traffic can move around a lot from one day to the next. A listing that deserves extra visibility on Black Friday may not need the same push three days later. You can read about eBay Promoted Listings here: https://easync.io/articles/ebay-promoted-listings/ . Compare how General and Priority campaigns charge before deciding where to put the extra spend. Set a reminder to bring holiday rates back down after Cyber Monday. When you review the results, look at ad-attributed sales, ad fees, and net profit per order, not the order count alone.
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