The festive season has traditionally been a lifeline for UK retailers, with Boxing Day holding a special place in the retail calendar. However, recent years have seen this once-reliable surge in consumer activity face mounting challenges. In 2024, these challenges, from promotion fatigue to tightened consumer budgets, have reshaped the landscape, making understanding the shifts affecting retail footfall crucial.

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Boxing Day Retail Footfall Trends

Data from RetailNext offers a glimpse into how the 2024 Boxing Day played out compared to previous benchmarks. 

• Footfall on Boxing Day was down 6.4% compared to 2023. 

• The contrast was even sharper against 2024’s Super Saturday, with a 22.7% drop.

• Interestingly, footfall saw a modest week-on-week increase of 10.5% on December 19, 2024. 

• However, this growth pales compared to last year’s 38% jump during the same period. 

By category, there was a notable YoY decline as well:

• Electronics: -8.80%

• Apparel & Footwear: -6.80%

• Jewelry & Accessories: -12.00%

These figures paint a sobering picture: while shoppers still hit the high streets, their numbers dwindled this festive season. Joe Shasteen, RetailNext’s Global Head of Advanced Analytics, commented: “Greater economic concerns impacted results, particularly for Boxing Day, as Boxing Day was down compared to 2023's relatively strong 8% increase over 2022's Boxing Day. So, this means we've seen a bit of a return to the traffic levels noted in 2022. Super Saturday in 2024 significantly outperformed trends for Boxing Day as last-minute Christmas shopping was prioritized over waiting for post-Christmas Boxing Day deals.”

The Diminishing Lure Of Discounts

Boxing Day has long been synonymous with doorbuster deals and post-Christmas sales, but the impact of this retail tradition is wearing thin. Years of relentless promotional cycles—from Black Friday through Cyber Monday and pre-Christmas sales—have left consumers desensitized to the once-unique appeal of Boxing Day discounts.

Retailers themselves have contributed to this fatigue by extending sales events and offering deeper discounts earlier in the season. Retailers like The Range and Debenhams, for example, brought forward deals that would have usually been held for Boxing Day to shore up pre-Christmas demand and revenues.

While this strategy aims to spread consumer spending, it inadvertently dilutes the urgency of post-Christmas shopping. For many consumers, the deals on Boxing Day no longer stand out as exceptional, especially when similar offers have been available for weeks.

Navigating The “Spending Squeeze”

Economic uncertainty has been another significant factor influencing footfall trends. Rising living costs, stagnant wages, and increasing household expenses have constrained disposable income for many UK consumers. In this environment, even the allure of heavily discounted items isn’t enough to spur significant spending.

Furthermore, the British Retail Consortium (BRC) warned of a January “spending squeeze” on the horizon. BRC-Opinium figures suggest that public confidence in the state of the economy nosedived in December, falling eight points to minus 27.

This spending squeeze has also shifted priorities. Shoppers are more focused on essentials and thoughtful purchases rather than impulsive, deal-driven shopping sprees. High-ticket items, which often drive Boxing Day revenue, are facing particular resistance as cautious consumers prioritize long-term financial stability over short-term gratification.

The BRC’s chief executive Helen Dickinson notes, “The weak spending intentions could pave the way for a challenging year for retailers, who face being buffeted by low consumer demand and £7 billion of new costs from the budget set to hit the industry in 2025. With sales growth unable to keep pace, retailers will have no choice but to raise prices or cut costs, closing stores and freezing recruitment.”

Evolving Consumer Behavior: What’s Next?

Beyond economic pressures and promotion fatigue, deeper shifts in consumer behavior are reshaping the retail landscape. Digital channels continue to gain traction, with many consumers opting for the convenience and comfort of online shopping. The pandemic accelerated this trend, and its effects are proving to be lasting. For retailers, the challenge lies in seamlessly integrating physical and digital experiences to meet evolving expectations.

There’s also a growing focus on sustainability and mindful consumption. Consumers are increasingly questioning the environmental impact of their purchases and seeking out brands that align with their values. This trend is particularly pronounced among younger shoppers, who are more likely to eschew the frenzy of Boxing Day in favor of more deliberate, ethical consumption.

READ MORE: Greener Retail Through In-Store Analytics

The data and trends surrounding Boxing Day 2024 underscore the need for retailers to rethink their strategies. Success in the current environment requires more than just slashing prices. Retailers must focus on creating value through personalized experiences, omnichannel capabilities, and a genuine commitment to sustainability.

Promotions, while still important, should be part of a broader strategy that emphasizes quality, exclusivity, and relevance. Retailers can no longer rely on Boxing Day as a singular event to boost year-end revenue. Instead, they must engage consumers throughout the season, using data-driven insights to tailor their offerings and build lasting relationships.

Despite the negative YoY performance, physical retail remains resilient, reflecting a market in transition where evolving promotional strategies are shaping a new era for brick-and-mortar stores.

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