Post-Christmas Shopping Habits in 2024: The Decline of Boxing Day Bargains and the Rise of E-Commerce
Boxing Day, long hailed as the ultimate shopping day for bargain hunters, has taken a back seat in 2024. Once the pinnacle of retail excitement, marked by crowded high streets, overflowing shopping centers, and early morning queues, Boxing Day now reflects a broader shift in consumer behavior. This year’s data indicates a significant decline in in-person shopping, with digital platforms and alternative consumer priorities taking the lead.
Declining Footfall Across High Streets and Shopping Centers
According to recent research by MRI Software, UK high streets experienced a 6.2% drop in foot traffic in 2024 compared to the previous year, while shopping centers saw a 4.2% reduction in visitor numbers. These figures continue a multi-year trend of diminishing in-person retail activity, underscoring the growing preference for e-commerce over traditional shopping methods.
The overall decline in Boxing Day activity is even more striking when compared to pre-pandemic levels. Foot traffic across all retail locations is now 20.8% lower than in 2019, signaling a permanent shift in shopping habits. Diane Wehrle, an analyst at Rendle Intelligence and Insights, explains, “While some shoppers have returned to physical stores, many have embraced the convenience of online shopping, and the lure of Boxing Day deals is no longer enough to draw them back.”
Boxing Day loses its shine for retailers
For retailers, Boxing Day is no longer the economic powerhouse it once was. Prominent chains like John Lewis, M&S, and Next made headlines this year by closing their doors on Boxing Day, a move that reflects both a shift in priorities and economic realities. These closures were framed as efforts to give employees a much-needed break during the holiday season, but they also point to the diminishing profitability of in-store shopping events.
Running a physical retail store on Boxing Day comes with significant costs, including higher energy bills, holiday pay for employees, and general operational expenses. In contrast, online retailers, with their streamlined operations and lower overheads, are better positioned to capitalize on holiday spending.
Despite these challenges, the tradition of Boxing Day shopping persists for some. Barclays estimates that British consumers will spend £4.6 billion on Boxing Day this year, slightly less than the £4.7 billion spent in 2023. However, the majority of this spending—over 64%—is expected to occur online, signaling a clear shift in consumer behavior.
The Cost of Living Crisis and Its Impact on Shopping
One of the most significant factors influencing shopping habits this year is the ongoing cost-of-living crisis. Inflation, rising energy costs, and stagnant wages have left many households with less disposable income, prompting consumers to prioritize essentials over non-essential purchases.
Figures from the Office for National Statistics (ONS) reveal that sales volumes in clothing stores have fallen to their lowest point since January 2022. Retailers across the country report similar struggles, with even popular Boxing Day categories like electronics and home goods seeing slower sales.
“This year, many consumers are focusing on saving rather than spending,” says Jenni Matthews of MRI Software. “Those who do shop are looking for practical, long-term value rather than splurging on impulse buys.”
Retail Parks Offer a Glimmer of Hope
Not all physical retail locations are struggling equally. Retail parks, known for their convenience, free parking, and larger stores, have seen a comparatively smaller decline in footfall. Visits to retail parks fell by only 2.9% compared to the previous year, highlighting their enduring appeal to families and shoppers looking for a more accessible alternative to crowded high streets.
These locations often feature a mix of retail, dining, and entertainment options, making them more attractive to consumers seeking a comprehensive shopping experience. However, even retail parks must contend with the growing dominance of e-commerce.
The Unstoppable Rise of Online Shopping
E-commerce has been the clear winner of Boxing Day 2024. Platforms like Amazon, ASOS, and Argos continue to dominate the retail landscape, offering unparalleled convenience and competitive pricing. Online shopping eliminates the need for early-morning queues, crowded stores, and transportation costs, making it the preferred choice for millions of consumers.
Barclays reports that in 2023, 63.9% of Boxing Day retail transactions occurred online, a figure that is expected to grow in 2024. Retailers with robust digital platforms have been able to capture the lion’s share of consumer spending, while those without an online struggle to compete.
Consumer Stories: The Boxing Day Experience in 2024
Despite the decline in foot traffic, some shoppers remain committed to the Boxing Day tradition. Lorna, a Liverpool resident, has been hunting for bargains with her mother for over a decade. However, even her experience has changed this year.
“Normally, we’re up at 5 AM, standing in line before the stores open,” she says. “This year, we decided to come later, around 10:30 AM, and honestly, the deals aren’t as good as they used to be. Still, it’s something we enjoy doing together.”
Stories like Lorna’s reflect the evolving nature of Boxing Day shopping. While the day retains its sentimental value for some, it is no longer the cultural phenomenon it once was.
Related: Christmas in Dubai: A Blend of Festive Cheer and Smart Shopping Trends
What’s Next for Boxing Day and Retail?
The decline of Boxing Day as a major shopping event reflects broader changes in consumer behavior. For retailers, the future lies in innovation and adaptation. Strategies like click-and-collect, personalized in-store experiences, and hybrid shopping models could help bridge the gap between physical and digital retail.
Additionally, sustainability and ethical practices are becoming increasingly important to consumers. Retailers who can align with these values may find greater success in the years ahead.
A New Era of Shopping
As we head into 2025, Boxing Day’s transformation continues. While it may no longer be the crowded, bustling event it once was, it remains a significant day for retailers and consumers alike. The challenge for the industry will be finding new ways to connect with shoppers, both online and in-store.
For consumers, the convenience of online shopping and the realities of the cost-of-living crisis have redefined the holiday season. In this new era, Boxing Day is less about early-morning queues and more about finding value—whether it’s through a smartphone screen or at a nearby retail park.
