It appears there was a “notable shift in consumer behaviour” during the Boxing Day sales period, with Britons shopping on Christmas Day but cutting spend, despite an increase in transactions.

 
Analysis of retail sales data from e-commerce marketing platform Omnisend has revealed an 11% year-on-year increase in the number of online transactions between 25-31 December, with 108,770 orders placed, compared to 98,040 in the 2023 period. However, the total amount spent has fallen by 7% compared to the same period last year.
 
The data “highlights the persistent impact of cost-of-living pressures on shoppers, with many opting to spend less per transaction while still seeking out deals”, the report said, adding: “The trend underscores a growing consumer focus on value amidst ongoing economic challenges”

While Boxing Day was traditionally associated with post-Christmas in-store bargains, “the rise of e-commerce and early sale launches has transformed the shopping landscape. Increasingly, retailers are unveiling their Boxing Day offers before Christmas has started and many are also choosing to launch on Christmas Day itself”.
 
This early sales strategy appears to be resonating with consumers. Data shows that 6pm on Christmas Day has become the peak time for shoppers to begin browsing for the best deals after they’ve finished their dinner and settled down for the evening.
 
Greg Zakowicz, senior e-commerce expert at Omnisend, said: “For some, this has been the most expensive Christmas to date, leading many households to scale back their spending and avoid incurring debt.
 
“As a result of budgets being cut, it would be surprising to see a significant increase in people prioritising sale shopping for themselves over Christmas.
 
“While spending may be down, it is not all doom and gloom for online retailers which have seen a significant boost in the number of transactions over the Boxing Day sales period.
 
“It remains to be seen whether this will be reflected in a fall in the amount of in-store shopping taking place.”
 
He added: “Retailers need to focus on building trust and providing genuine value to maintain customer loyalty in this challenging economic climate.
 
“The move towards earlier sales and online-first strategies is a smart adaptation to changing consumer habits. However, it’s crucial for retailers to balance this with personalised marketing and a focus on quality.”