All over the world this year, shoppers threw open their purses and wallets at Boxing Day sales, breaking all records for the start of the summer or winter clearance (depending on where you live) period and surpassing even the retailers' expectations. All countries are reporting positive consumer confidence, resulting in sale activity much stronger when compared to last year.
Historically, Boxing Day is a holiday celebrated on December 26th, the day after Christmas Day, when servants and tradesmen would receive gifts, known as a "Christmas box", from their bosses or employers. Others say that it has origins in the Anglican tradition of collecting money in boxes during Christmas and handing it out the day after.
In many countries such as the UK, Canada, Australia and NZ, it is considered a public holiday which was traditionally spent with family and friends. Many Americans have it as a holiday because most schools and businesses are closed, and now it is also considered an official holiday for federal employees in the US. An executive order issued by President Obama in 2014 allows federal employees to now have that day off in addition to Christmas Day.
Sadly, however in many countries Boxing Day has become known as a shopping holiday, much like Black Friday (the day after Thanksgiving) in the US. The joy of spending the day having fun with family and friends has been taken over by greed and the compulsion to shop and score a bargain. Marketing campaigns have successfully convinced consumers to extend the Christmas cheer by enjoying huge savings by shopping on that particular day. The message sent is "be prepared and get in quick – you WILL have competition."
Boxing Day sales are common in many countries including the UK, Canada, Australia and NZ, and, in fact, in many parts of the world, Boxing Day is the biggest sale day of the year. Shopping centres, big brands, and independent retailers slash their prices to get rid of stock. While it will never come close to Black Friday in the USA, many US based retailers will also drop those price tags on the 26th. Bargain hunters flock to city malls around the world in a shopping frenzy which this year has eclipsed last year's Boxing Day sales. Records were broken as hundreds of thousands of shoppers across the globe flocked to cash in on the hefty discounts this Boxing Day.
In Australia, The Australian Retailers Association reported that Boxing Day trade had likely passed its own projection of a record-breaking $2.3 billion in sales nationwide. Indicators estimate that $2.5 billion was taken at tills around the country on December 26th.
In the UK, Boxing Day saw 22 million people hit the sales, which marks an increase on last year of 11.7 % in High Street spending, 7.8% at shopping centres and 3.2% at out-of-town retail parks. Boxing Day 2015 has been one of the busiest days of the year, with 14 million bargain hunters hitting Britain's high shopping streets alone, spending an estimated £3.1 billion in the 24hr Boxing Day spree. Interestingly, it is estimated that about 50% of these shoppers were foreign tourists from China, the Middle East and the US who spend much more than a typical UK shopper.
According to the Daily Mail UK, Selfridges had the most successful first hour of trading in its history, taking more than £2million between 9am and 10am after 4,000 people queued outside its Oxford Street London store from as early as 1am. Shoppers began queueing at its Manchester Exchange store from 3am and more than 1,000 waited outside its Trafford Centre store in the city. The first through the doors plumped for heavily discounted luxury clothing – the first item sold in London was a Valentino Wristlet clutch bag reduced from £1,400 to £700, while the first in the Trafford Centre was a Mulberry handbag reduced from £1,350 to £944.
And Canada experienced the same sort of results. Many Canadians flocked to the country's shopping malls and e-commerce sites to snatch up the bargains.
It is true that bargain hunters have become very savvy. Most eagle-eyed shoppers will have spotted the sales online at least 48 hours before the sales this year, making them more aware of the bargains to be had. And many shoppers will not leave the comfort of their lounge room with at least 11 million shoppers in Australia alone indulging in the seasonal sales spree from home - enjoying the preview sales and warehouse-wide deals straight from their sofa.
Many stores dropped their prices 48 hours earlier this year and the traditional Boxing Day specials were available on Christmas Eve. This is a tradition that has occurred for many years in Australia at least. Post-recession stores started discounting before Christmas in an attempt to win over consumers who would have otherwise waited until Boxing Day to purchase. This way retailers get a double go at the cautious buyer who is only willing to purchase a bargain.
While Boxing Day sales have traditionally been a bricks and mortar affair, there has also been growth in digital shopping this year. For example in Australia online sales were expected to reach $2.7 billion between December 26 and January 15, accounting for 16 per cent of all summer clearance spending. However, the lower Aussie dollar meant that more customers spent locally, rather than online where the exchange rate and shipping costs added significantly to the cost.
Most retailers reported strong sales online. For example, John Lewis in the UK said sales were up 17.7% since launching online on Christmas Eve, while Curry's PC World set a Boxing Day record of more than 250,000 online shoppers between 10am and 11am. In Australia, David Jones said its website broke all records for traffic and sales on December 26, clocking up over a million visitors. Retail analyst Brian Walker from the Retail Doctor Group expected 14 to 15 per cent of summer clearance sales to be from online shoppers this season on average
In fact, according to the Sydney Morning Herald, Boxing Day sales are attracting more digital shoppers than ever, and the bargains are starting well before December 26th. In the future, Boxing Day shoppers will be more likely to spend the biggest retail event of the year at home, bagging bargains online in clearance sales that will increasingly start before December 26, retailers and analysts say.
In fact, according to the Sydney Morning Herald, Boxing Day sales are attracting more digital shoppers than ever, and the bargains are starting well before December 26th. In the future, Boxing Day shoppers will be more likely to spend the biggest retail event of the year at home, bagging bargains online in clearance sales that will increasingly start before December 26, retailers and analysts say.
So what has caused the buying blitz in 2015? Is it low interest rates or the fact that more people have jobs? Or is it just a one day wonder which masks what is really going on?
In the UK it was all over in a day and it appears that the Boxing Day rush to the stores was a one-day wonder. Shops in High Street had hoped that the post-Christmas boom would save them, but unfortunately sales slumped after the Boxing Day bonanza. Despite the 11.7% increase in Boxing Day spending, on December 27th which is usually one of the busiest days of the year, High Street Xmas sales were down overall by 21.3% when compared to last year. Retail parks and shopping centres also saw respective drops of 0.8 per cent and 25.2 per cent compared to last December 27. It is thought that reduced hours (Sunday trading) and flooding in the north meant an 18 per cent fall in numbers on the previous year. Unfortunately for retailers, these poor results follow depressing figures for sales during Black Friday/Cyber Monday, and on Christmas Eve.
In fact from these UK figures can you surmise that having Boxing Day sales has not increased sales overall but replaced the sales normally made on the 27th or at least split them over the 2 days? Without trading on Boxing Day would the retailers have got the same or better results by just trading on the 27th and letting everyone have a well-earned social day on the 26th?
In Australia, however, post Boxing Day sales are expected to boom and predictions that around $7.2 billion will be spent between Boxing Day and New Year's Eve and $20.8 billion from Boxing Day to January 16.
Post Boxing Day sales for 2015 are still on the go, with the best deals and bargains from major retailers all over the world still on offer for the discerning buyer. Discounted designer bags, half price jewelry and bargain price clothing are the most coveted goods. But heavily reduced white goods and household items, end of year car sell-outs and even travel packages are also in demand. With prices slashed by up to 90% in some stores, 65% off designer handbags and 40% off TVs there is always a bargain to be found. And these bargains are likely to be offered for several weeks to come.
Boxing Day shoppers in Australia broke all records with $2.5 billion being spent as eager shoppers hit the stores in search of a bargain. This is due in part because in NSW this year new laws passed by the State Government allowed all shops to be opened on Boxing Day. The new laws make the Boxing Day sales available for everybody and brings retail trading laws consistent across the states. In the past only stores in the CBD and in tourists areas were allowed to be open, so the Boxing Day sales dollar has been more diluted with many people shopping at their local shopping centre rather than making that unpleasant trip into the city and having to fight other consumers for the bargain and manipulate their way through the myriads of hungry bargain hunters.
Believe me I know what it was like. I owned a cafĂ© in the QVB in Sydney for many years and Boxing Day was the worst day of the year it brought out the worst in people – pushing and shoving; abusive language and behaviour; in fact I found most shoppers on that day just plain rude! I think Boxing Day sales is a very apt terminology for this day because retail sites are turned into boxing arenas where people jostle for bargains.
Boxing Day Sales 2015 were a boom but did you score a bargain? How often have you been to a sale, only to walk out of the store paying full price for what you want? Many of the goods on sale are of poor quality or outdated or limited in size range. These Boxing Day sales are clearance sales. An opportunity for retailers to get rid of last year's stock or goods that are not selling well. When I worked at the QVB, I watched with interest as hundreds of people lined up for hours at the Coach store hoping for a bargain. But I noticed that very few of their bags were actually reduced, but in the hype people walked out with bags they paid full price for, chuffed at the fact they thought they had got a bargain. I found it quite amusing really that people could be so mislead.
You have to ask the question, do all these shoppers score a real bargain? It would be interesting to analyse how many people paid full price during these 2015 Boxing Day sales.
I have never been able to understand the mentality of the Boxing Day shoppers. Instead of staying at home and playing with their kids and new toys, or going on a picnic or to the beach, these people chose to shop amidst chaos in order to get a bargain that was probably available before Xmas day and will probably be available on the 27th, 28th and possible a week or two after that as well.
Do these Boxing Day sales bring some sort of economic advantage to the shopper or do they just bring a social cost and loss of family time for people who can think of nothing better to do with their time. I know I would rather be doing fun things with my family and friends, rather than shopping!! The thought of lining up for hours and then pushing and shoving just to maybe save a few dollars just does not make sense. To me, Boxing Day sales are all hype and no joy.















