Boxing Day Sales Show Strain on High Street as Shoppers Shift Online
Boxing Day, traditionally one of the busiest shopping days of the year, has seen a noticeable shift in consumer behavior this year. The bustling crowds that once flocked to high streets and shopping centers are now a thing of the past, with footfall data showing a sharp decline in visitors compared to previous years. This shift highlights a growing trend toward online shopping, which has steadily dominated the retail landscape, especially after the pandemic.
According to data from MRI Software, footfall in UK high streets dropped by 9.6% in 2024 compared to the same period last year. Shopping centers were not much better, seeing a 5.1% fall in visitors as of the evening of December 26. This marks a significant shift from pre-pandemic trends when Boxing Day was a major event for in-store shopping. Interestingly, some of the biggest retailers, including John Lewis, M&S, and Next, decided not to open most of their stores on Boxing Day, choosing instead to give staff a break after the holiday rush.
For many, Boxing Day shopping has become less about the experience of hunting for deals in person and more about the convenience of shopping from home. In fact, analysts predict that this year’s Boxing Day will see a continuation of the trend toward online retail. Despite the decline in foot traffic, overall spending is still expected to remain strong, with many consumers opting to do their shopping online. The proportion of Boxing Day sales that take place online has been steadily increasing, and this year is no exception.
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Retailers are feeling the pressure, with many citing rising energy costs and overheads as contributing factors to the decline in foot traffic. The physical stores are becoming less profitable due to these costs, while online shops have much lower operating expenses, making them more attractive to both retailers and shoppers.
One shopper in Liverpool, Lorna, reflected on the changing nature of Boxing Day shopping. She had traditionally been an early riser, queuing outside stores at 5 am with her mother. This year, however, they arrived at 10:30 am, signaling a shift in their shopping habits. Others, like Dave in Liverpool, joked about making deals with family members, highlighting how shopping on Boxing Day has evolved into a more casual event rather than the major occasion it once was.
In many ways, Boxing Day has lost some of its allure as a one-off event. Retailers now begin offering discounts earlier, with sales starting as early as Christmas Eve or even before. The spread of promotional events throughout the year, including Black Friday, has led to what experts call "promotion fatigue." This, coupled with the ongoing cost-of-living crisis, has made many shoppers more discerning about when and where they spend their money.
Despite the downturn in physical store visits, UK retail parks—often offering free parking and larger stores—fared slightly better, seeing a smaller 6.1% fall in footfall. Still, the trend is clear: shoppers are increasingly turning to online retailers, and the days of Boxing Day being a major in-store event may be behind us. Analysts predict that this pattern is unlikely to change anytime soon, as consumer habits continue to evolve in response to both convenience and economic pressures.
As the retail landscape changes, major brands and smaller businesses alike will need to adapt to the shift in shopping habits. With fewer shoppers on the high streets, Boxing Day sales have become a reflection of the broader trends reshaping the future of retail.
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