Britons are expected to spend a total of £4.6 billion on Boxing Day sales this year, with the average customer expected to spend £236, according to new research from Barclays.
While that figure is marginally lower than in 2023, when £4.7 billion was spent, it still signals a strong appetite for deals despite ongoing concerns about the cost of living.
Expected spending per person is down by £18 compared to last year, but consumers will still have to spend £50 more than in 2019, before the pandemic. Researchers note that while some of the increase can be attributed to inflation, it also reflects a continued desire among consumers to seek value for money in the post-Christmas period.
Spending patterns appear to favor men, who are expected to spend £53 more than women. Karen Johnson, head of retail at Barclays Bank, said it was “encouraging to hear that consumers will be actively participating in the post-Christmas sales” despite mounting financial pressures.
“We will likely see a shift towards usability and sustainability this year,” she said. “Many shoppers will be looking for bargains on kitchen appliances and second-hand goods.”
Air fryers and similar kitchen gadgets have soared in popularity, with a 7 percent year-on-year increase in sales. Barclays puts this down to a focus on ‘functional finds’ and attempts to save on expensive items that would normally be out of reach for many shoppers.
The research also shows that there is a cautious mood: almost a quarter of consumers only buy what they consider essential in the sale. Yet some shoppers still want to get the most out of the shopping experience. More than a quarter of the population plans to visit stores in person – up from 15 percent in 2023 – driven by the desire for social interaction, the ability to touch and feel products before purchasing them. buying, and the traditional thrill of shopping on the high street.
“Boxing Day feels extra special this year,” said shopper Gabrielle Kirkham, who is returning to the high street for the first time since the pandemic. “I’m planning on picking up discount clothing and skin care. It is much easier to try on clothes in person, which can be more challenging online.”
While some bricks-and-mortar retailers may choose to remain closed on Boxing Day, those that do open are likely to see a boost. A quarter of people who plan to shop the sales say they will spend most of their money in physical stores. Many cited the opportunity to see items firsthand and the pleasure of socializing while shopping as top reasons.
Shopping streets and shopping centers remain top destinations; around a third of UK consumers plan to visit. Supporting local businesses also plays a role, with 17 percent wanting to support their local high street and 15 percent wanting to shop at independent retailers.
However, online channels will account for the lion’s share of post-Christmas spending. Barclays predicts that 65 percent of Boxing Day purchases will be made online, up slightly from last year’s 64 percent. Nevertheless, retailers hoping to attract more people to the high street could consider in-store-only offers: around a third of shoppers say they would be tempted by discount codes that can only be redeemed in person, while 27 percent would be tempted by discount codes that can only be redeemed in store. a free gift with in-store purchases.