The traditional Boxing Day sales period is expected to be the biggest for the high street in five years despite a number of shops choosing to keep their doors shut on the day.
Shoppers are predicted to spend £253 each in the sales, up by £67 on 2022, with men expected to splash out £90 more than women, according to consumer research by Barclays.
The boost to sales will be welcomed by the high street after several years of poor Boxing Day turnout following bad weather and pandemic restrictions.
The post-Christmas sales traditionally saw hours-long queues outside some of the biggest high street brands as people sought to bag a bargain on their favourite brands.
But several major retailers will not be opening up on the high street to cash in on the post-Christmas spending this Boxing Day, instead relying on online sales.
John Lewis, Marks & Spencer, Wickes, Pets At Home, and Home Bargains are among the retailers who will remain closed. Of the major supermarkets, Aldi, Iceland, and the majority of Waitrose stores will not open on Boxing Day.
More than three quarters of people will choose to do the majority of their shopping online instead, data shows.
A John Lewis spokesman said: Although we’re closed today, our sales have well and truly kicked off online, with lots of great deals across all categories – from fashion, beauty, home, and technology. We’re expecting this year’s sale to be one of our best yet, and it’s the perfect opportunity for customers to pick up a bargain.
And consumers are not expected to venture out either. Scott Parsons, chief operating officer at Unibail-Rodamco-Westfield, said the company’s huge shopping centres in London saw 300,000 visitors during the sales period last year, down 17 per cent on its busiest Boxing Day in 2019.
And the importance of physical Boxing Day sales for retailers has waned as shoppers increasingly spend online and shops implement Black Friday discounting techniques from the US.
The Office of National Statistics revealed that retail sales volumes rose by 1.3 per cent in November, far exceeding analysts’ expectations of 0.4 per cent.
Karen Johnson, head of retail at Barclays said: While Boxing Day remains the most popular day to start bargain-hunting, retailers are no longer putting all their eggs in one basket and are instead spreading out their discounts to boost ongoing demand – very similar to what we saw with early Back Friday deals in November.
Sales for many retailers began on Christmas Eve however, aligning with when a quarter of shoppers said they would be starting their spending according to Barclays.
Several brands told the Telegraph that they were closed to allow their staff members an extra day off at Christmas.
Clare Bailey, founder of Retail Champion, said: The internet has taken the edge off. When the retailers close the doors on Christmas Eve, they break into sales online. So you buy it all then.
There’s no real incentive to leave the house and get into queues and struggle to find parking on Boxing Day because actually, you can do it all online. You beat the crowds because you get all the early release discounts, she said.
The retailers have done this so that people can enjoy that experience and it also takes the pressure off staff in store.
Despite the closure of physical stores, online retailers anticipate a profitable sales season. The ease and convenience of online shopping have enticed the majority of consumers to embrace the digital realm. This shift has prompted retailers to adapt their strategies, spreading out discounts and promotions to satisfy ongoing demand. The success of early Black Friday deals in November has paved the way for this new approach.
Although some shoppers may still hold traditional preferences for in-person sales, the allure of avoiding long queues and parking struggles has diminished in an era dominated by digital commerce and early release discounts. Consumers are seizing the opportunity to secure the best deals conveniently from their own homes. As this trend continues, physical Boxing Day sales lose their significance for both retailers and buyers alike.
Retailers such as John Lewis, Marks & Spencer, Wickes, Pets At Home, Home Bargains, Aldi, Iceland, and most Waitrose stores will not open their doors on Boxing Day. Instead, they are leveraging the power of online sales to attract customers. John Lewis, for instance, has launched their sales online with various enticing deals across multiple product categories. The company anticipates huge success and invites customers to partake in the bargain extravaganza.
As the digital realm continues to shape shopping habits, online platforms have become the go-to destination for the majority of consumers. The closure of physical stores on Boxing Day aligns with this shift, allowing staff members to enjoy an extra day off during the festive season. By encouraging customers to embrace the online experience, retailers relieve the pressure on their staff while maintaining a profitable sales season.
In conclusion, despite the decision of several major retailers to keep their doors shut on Boxing Day, the post-Christmas sales are expected to reach a five-year high for the high street. Shoppers are projected to spend significantly more than in previous years, with men outspending women by a considerable margin. The increasing popularity of online shopping, coupled with the convenience of early release discounts, has shifted the focus away from physical store sales. As consumers embrace the ease and advantages of digital commerce, retailers adapt their strategies to meet the evolving demands of their customer base.
