Are Boxing Day Sales Really Worth It?

While we’re just coming up for air after what feels like a month-long Black Friday sale, we’re already thinking about the next big sale in the shopping calendar – Boxing Day sales.

So, are Boxing Day sales still as relevant and competitive as they once were?

Boxing Day sales seem to have become less important to retailers and shoppers in recent years. In the past, shoppers would have waited in droves outside shops for them to open their doors on Boxing Day. However, since Amazon introduced the concept of Black Friday sales to UK shoppers in 2011, having an online presence is even more significant.

Springboard, which tracks shopper numbers at 450 different UK retail locations, provides an insight into how consumer behaviour has changed in the post-Christmas sales.

“Post-Christmas, it is expected that footfall from 27th-29th December will be higher than on Boxing Day, which historically was the key sales day. In 2018, footfall on each of these three days was a third higher than on Boxing Day as many consumers now initially search for bargains online before venturing to the stores.”


Boxing Day is now not the only opportunity for brands and stores to maximise customer spending. With Black Friday and heavy discounts throughout the year, we’ve become accustomed to price cuts. As a result, when Boxing Day comes around, shoppers are generally a bit bored of sales. This accompanied with calls to ban shops from opening on Boxing Day to allow retail workers to spend time with their families indicates that there is a shift in people’s enjoyment for the traditional Boxing Day sale.

Predictions for this year by retail analysts vary dramatically across the board, with some believing that retailers have started their sales too early and will likely see a staggering anti-climax once Boxing Day arrives. Meanwhile, other experts forecast that the strengthening economy will result in the highest sales for retailers over the festive season.

How to improve post-Christmas sales

While footfall to physical stores may decline on Boxing Day, you can still drive a high number of sales online. Since online shopping became popular, followed by smartphone and tablet shopping, data has shown that many purchases made over the holidays are online.

The key to post-Christmas sales online is organisation. When correctly planned, post-Christmas sales can provide crucial profit margins and old stock clearances. A lot of the time, pre-Christmas sales are the focus of marketing plans, but you’d be wrong to ignore the post-Christmas market. Start planning in advance what campaigns you’re going to run to promote your discounts. Be creative and think about your campaigns in terms of your sales goals.

Below, we’ve shared our top tips on how you can boost sales over Christmas.

1. Plan your campaigns

In November, prepare the stock you’re going to discount and plan your marketing campaigns. This could involve email, content, PPC or paid social, campaigns – or maybe all four!

When Christmas Day arrives, give your customers a preview of what sales you’re going to offer via email newsletters. These can be scheduled in advance, so there’s no need to disrupt your post-Christmas dinner nap.

Early on Boxing Day, send your customers a notification letting them know the sale has started.

2. Spruce up your ad copy

If you already have campaigns set up, spruce up your ad copy with Boxing Day-related content. This will boost click-through-rates and make them more relevant to searches.

3. Set up remarketing campaigns

Re-capture the people who have previously been to your site and viewed product pages, or have previously converted on your site. These people already know who you are, and are therefore a lot less ‘cold’ and more likely to convert.

Remarketing ads usually generate good results because they target users who have already expressed interest in the products you offer. Therefore, this allows you to re-entice them with specific ad creative or messaging. This is especially relevant during the Christmas period. Use festive-centric copy such as ‘Don’t forget the gifts in your basket’ and ‘Still time to get that party dress in time for New Year’s Eve’.

4. Know the right time of day to post

If you’re planning to schedule content over the Christmas period, make sure you know what time of day is right for your audience. Use historical data on Google Analytics, Google Ads and Facebook Insights to discover when your audience is most likely to be searching for your services and products.

If you’re still unsure, we’ve provided the low down on when the best times are to post on social media depending on your industry in our “When are the best times to post on social media?” guide.

When scheduling ads and posts, you also have the opportunity to include time-sensitive CTAs. You can even add countdowns to create a sense of urgency for your customers to make a purchase before the offer ends.

Hopefully this post has reassured you that Boxing Day sales are still worthwhile and has provided some tips on how you can boost your post-Christmas sales.

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If you need help gearing up your digital marketing strategy ahead of Boxing Day, our talented team can work their magic to maximise your sales, get in touch!

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