Is the Boxing Day Sale Losing Its Magic? A Shift to Online Shopping and Changing Consumer Habits

This year’s Boxing Day sales displayed a significant decline in enthusiasm as shoppers favored online platforms over traditional bricks-and-mortar stores. By 3 PM on December 26, high street visits declined by 1.5% compared to last year, while shopping centers noted a less severe 0.6% drop. Interestingly, retail parks did experience a 6.7% increase in visits, although this was not enough to elevate the overall numbers significantly.

According to a report from Barclays, a predicted £3.6 billion will be spent by shoppers this Boxing Day, a notable decrease from the £4.6 billion forecasted last year. There is a growing trend of shoppers planning to spend less, even as those intending to participate have actually increased their budgets by an average of £17.

Karen Johnson, head of retail at Barclays, highlighted that consumers have remained cost-conscious throughout the year, influencing their spending behavior on Boxing Day. One shopper from Glasgow reflected on a quieter shopping environment, stating, “Everybody’s taking it at their own pace… it’s a more enjoyable experience shopping on Boxing Day, I think.”

Notably, several major retailers, including Next, John Lewis, and Poundland, chose to close their stores on Boxing Day, signaling a possible shift in retail strategies during the festive season. Another shopper commented on the quietness of the day, although some brands like Lush still attracted significant foot traffic.

Diane Wehrle, chief executive at Rendle Intelligence and Insights, attributed the downturn in sales to a challenging economic environment, with consumers displaying nervousness about spending ahead of a previously announced budget that forecast £26 billion in tax rises by 2030-31.

Retail data from Visa revealed that spending leading up to Christmas saw only a marginal increase, despite gains in electronics sales. The overall trend indicated that many shoppers resisted the urge to take part in Black Friday promotions or early holiday sales, reinforcing the idea that Boxing Day is becoming less significant due to the continual evolution of online shopping and early discounting strategies.