Is the Death of Boxing Day Sales Upon Us? Unpacking Retail's ‘Make or Break’ Moment

In the West Midlands, the post-Christmas sales season has arrived, yet the excitement of previous years has faded. The Telford Centre manager, Glynn Morrow, noted that December can be a ’make or break’ month for many retailers, as it accounts for nearly 50% of their annual earnings. As January rolls in, spending tends to slow significantly, with consumers facing the harsh reality of credit card bills, prompting them to tighten their budgets.

National figures indicate that Boxing Day footfall has seen a staggering decline of approximately 10% from the previous year, reinforcing concerns about changing shopping habits. Barclays forecasts consumer spending during the Boxing Day sales this year to reach £3.6 billion, a noticeable drop from £4.6 billion in 2023. Moreover, many prominent retailers like Marks and Spencer, Next, and John Lewis have opted out of opening their doors on this once-thriving shopping day.

Shoppers have expressed that the excitement surrounding Boxing Day has diminished considerably. Sharon Chambers, a long-time shopper, reminisced about the times when people would queue as early as 5 AM for deals, attributing the recent lack of enthusiasm to the cost of living crisis. Emmanuele Narciso, another shopper, highlighted feelings of financial strain due to stagnant salaries against rising prices.

Despite challenges, many shopping centers are thriving, but with the convenience of online shopping, physical retailers are now striving to enhance the shopping experience to lure customers back into stores. This shift reflects a crucial transition for the retail industry that could redefine the future of the once-cherished Boxing Day sales.