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Master the motivations behind Boxing Day shopping to lift sales on the day – and turn once-a-year bargain hunters into loyal, long-term customers.

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Boxing Day might have started as a day for employers to give boxed gifts to their staff, but today it’s one of retail’s biggest moments. Last year, Australians spent $1.49 billion on Boxing Day1– and Afterpay data shows it was the biggest shopping day of the year after Black Friday2.&nbsp;The bottom line? With the right strategy, Boxing Day is a chance to finish the year on a financial high.But winning Boxing Day means recognising that it’s not just an extension of the festive season or Black Friday-Cyber Monday (BFCM). It has its own mindset and motivations. Retailers who can understand – and tap into – that will outperform.“Boxing Day isn’t just the clearance event it once was,” says Cameron Porter of Mars United Commerce. “It’s its own occasion, driven by self-reward, research and value hunting. The retailers who treat it that way will win.”

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“Boxing Day isn’t just the clearance event it once was, it’s its own occasion, driven by self-reward, research and value hunting. The retailers who treat it that way will win.”

<h2>Understand the moment</h2>By the time Boxing Day hits, shoppers have shifted gears.“Pre-Christmas shopping is emotional, driven by sentiment and generosity,” says Madeline Kulmar of retail consultancy RetailOasis. “Come Boxing Day, the focus shifts inward. Shoppers move from giving to self-rewarding, becoming more rational and deal-driven as they replenish, upgrade and treat themselves after the festive spend.”On Boxing Day, the products and rewards that land best are likely to be those that feel personal or indulgent. Think items that express individual taste rather than pure practicality, or products that consumer may have hoped for at Christmas but didn’t receive.“Where BFCM might lean on multibuys or stocking-stuffer value, Boxing Day can pivot to gifts with purchase or small luxuries that make shoppers feel they’ve earned a treat,” says Porter.<h2>Make your message stand out</h2>After a month of discounts, shoppers will be battling promotion fatigue. So, your Boxing Day offer needs to cut through the noise.&nbsp;Communicate value clearly, says Kulmar. “Clear, genuine value stands out. Trusted brands, visible savings and limited-time offers that feel worth acting on. Transparency and simplicity are key, with no hidden terms or confusing mechanics.”

“Clear, genuine value stands out. Transparency and simplicity are key, with no hidden terms or confusing mechanics.”

On Boxing Day, the products and rewards that land best are likely to be those that feel personal or indulgent. Think items that express individual taste rather than pure practicality, or products that consumer may have hoped for at Christmas but didn’t receive.“Where BFCM might lean on multibuys or stocking-stuffer value, Boxing Day can pivot to gifts with purchase or small luxuries that make shoppers feel they’ve earned a treat,” says Porter.<h2>Make your message stand out</h2>After a month of discounts, shoppers will be battling promotion fatigue. So, your Boxing Day offer needs to cut through the noise.Communicate value clearly, says Kulmar. “Clear, genuine value stands out. Trusted brands, visible savings and limited-time offers that feel worth acting on. Transparency and simplicity are key, with no hidden terms or confusing mechanics.”<h2>Take cues from BFCM</h2>BFCM sales data is a goldmine for insights. It’s your chance to see what’s catching shoppers’ eyes and where they’re spending their money.If a product is drawing strong online traffic but low conversion, it’s a clear sign that a deeper offer or sharper message might help it move when Boxing Day rolls around.The lead-up to Boxing Day is also a good opportunity to study shopper journeys and how shoppers are finding you, whether that’s search, social, email or word of mouth.

“Holiday shopping is highly researched and price-sensitive, and people move seamlessly between online and in-store,”

“Holiday shopping is highly researched and price-sensitive, and people move seamlessly between online and in-store,” says Porter. “The clearer you are on those discovery paths, the better you can meet them with clear messaging.”<h2>Be prepared, early</h2>Boxing Day shoppers mean business. Expect long queues, early mornings and surges in online traffic. For retailers, it’s important to get prepared well ahead of time.Start preparing staff rosters now, and get social media posts, home page banners and emails ready well in advance. Look back on last year’s peak shopping times to get prepared.<h2>Don’t dismiss sustainability</h2>Although it’s rarely the main event, sustainability still influences purchasing decsions[ii]. And after the excess of Christmas, there’s room for brands that help shoppers make smarter, more considered choices.“That might mean highlighting longevity, quality or repairability,” says Porter. “Just make sure it feels natural to your brand rather than forced. The main thing is to stay authentic. Greenwashing won’t fly, but real, tangible, sustainable decisions could be that last hook you need to convert ‘should I?’ to ‘I must’.”&nbsp;<h2>Thinking beyond Boxing Day&nbsp;</h2>You’ve made a sale, and you have a happy customer. So, what next? Your business won’t likely thrive on one-off sales, which is why it’s important to think beyond Boxing Day and consider how you can transform one-time bargain-hunters into long-term, loyal customers.&nbsp;<h2>Keep customers in your world</h2>Encouraging email sign-ups while your customer is still in that post-purchase glow is the simplest and most effective way to stay connected once the Boxing Day buzz fades. Then, keep the conversation going.

“For those who bought online, make sure your post-purchase emails do more than confirm delivery,”

“For those who bought online, make sure your post-purchase emails do more than confirm delivery,” says Porter. “Share styling ideas, product care tips or complementary items that feel genuinely useful. This helps turn a one-time purchase into an ongoing relationship."&nbsp;<h2>Consider a loyalty program</h2>Lock in loyalty with a dedicated loyalty programme that keeps customers coming back. There are many different types of programmes, from points-based to tiered loyalty, but the most important thing is making customers feel valued.<h2>Segment to identify sales opportunities</h2>“Capture them with value, keep them with relevance,” adds Kulmar. “Data-driven segmentation helps identify which deal-seekers have potential to trade up, so brands can nurture them with quality cues and targeted communication to make them feel recognised, not just sold to.&nbsp;<h2>Pay attention to the purchase experience</h2>Customer experience counts for a lot when it comes to loyalty. So, ensure that the entire purchasing process is seamless, from inventory and stock supply to delivery and collection.“If delivery is smooth, returns are easy and your product lives up to its promise, that’s what brings people back,” says Porter. “The best retention strategy is still a great first impression.” 1&nbsp;Roy Morgan,<a href="https://www.roymorgan.com/findings/9787-ara-roy-morgan-media-release-boxing-day-2024" rel="noopener noreferrer" target="_blank"> Boxing Day bonanza for Australian shoppers in 2024</a>, December 2024 2&nbsp;Afterpay data 2025

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Master the motivations behind Boxing Day shopping to lift sales on the day – and turn once-a-year bargain hunters into loyal, long-term customers.

Boxing Day is changing. Here’s how retailers can win.

Explore Afterpay’s Festive Report for exclusive insights into how shoppers spent last holiday season – and how they’ll approach this year.

<h2>Explore Afterpay’s Festive Report for exclusive insights into how shoppers spent last holiday season – and how they’ll approach this year.</h2>

If it feels like Christmas comes earlier every year, that’s because it does. The holiday season keeps pulling forward – and it’s reshaping how shoppers spread their budgets. Explore below for what you need to know to help your business succeed, as well as the chance to download our free report on what shoppers are looking for this holiday season.

<h2>Be present across the full lead-up to the holidays</h2>It’s official: shoppers are spending throughout the lead up to the holidays. This year, more than a third of Aussie shoppers plan to start festive shopping before November, another third in November, and the rest in December. In New Zealand, even more shoppers are looking ahead, with 40% planning to shop before November, 31% during November and 28% waiting until early-to-mid December.

What does this mean for merchants? You can’t pin all your hopes on a single sale event. Customers are spreading their spend across the season, which means planning a series of offers and promotions to capture them along the way.TIP: Map out your promotions from September to December to keep your brand top of mind – not just at Black Friday Cyber Monday Weekend, but throughout the entire holiday season. <h2>Shoppers are stressed – and getting strategic.</h2>This year’s holiday season is unfolding against a tough economic backdrop as cost-of-living pressures continue. One in three Australians and Kiwis (36% and 35%, respectively) say they’re stressed about upcoming holiday expenses.According to Afterpay’s Festive Forecast (<a href="https://businessgrowth.afterpay.com/rs/424-IAB-218/images/FestiveForecast-HolidayInsightsUnwrapped-AU2025.pdf?version=0" rel="noopener noreferrer" target="_blank">Australia’s here</a>, <a href="https://businessgrowth.afterpay.com/rs/424-IAB-218/images/FestiveForecast-HolidayInsightsUnwrapped-NZ2025.pdf?version=0" rel="noopener noreferrer" target="_blank">New Zealand’s here</a>), that financial pressure is driving early shopping. Why? More than half (56% - Australia, 52% - New Zealand) want to spread the cost of gifts over time. A similar number (53% - Australia, 52% - New Zealand) want to avoid last minute stress, while 45 per cent of Aussies and 48 per cent of Kiwis are chasing better deals and discounts.

<h2>Black Friday means bigger baskets</h2>Strategic shopping isn’t just about timing; it’s about value. Many customers are holding off on big-ticket purchases until Black Friday Cyber Monday (BFCM).Last year, basket size jumped 11 per cent during the BFCM sales (from $124 to $138.78 per purchase), according to our <a href="https://businessgrowth.afterpay.com/rs/424-IAB-218/images/ANZ%20Holiday%20looback%20report_2025.pdf?version=0" rel="noopener noreferrer" target="_blank">Lookback Report</a>. This year, nearly half of shoppers (45% - Australia, 48% - New Zealand) say they’ll wait for discounts on expensive items. And it’s not just budget-conscious buyers; savvy high-spenders are also biding their time until sales hit.TIP: Use BFCM to spotlight your hero products – especially higher-value items that are wishlist-worthy. Bundle them with add-ons to lift basket size even further.<h2>What type of discount?</h2>Shoppers have big expectations for how to save during the holidays. More than a quarter of Aussies are looking for at least 50 per cent off, and this jumps to nearly a third of Kiwis - 30 per cent.The upside? The holiday season can be a powerful way to win new customers. Last year, nearly half (49.3%) of all BFCM shoppers spent with a merchant for the first time. So, consider the lifetime value of attracting a new customer when planning your discount.TIP: Discounts don’t have to be storewide. Target offers to high-demand items to draw customers in – then deliver a standout experience so they return after sales season.<h2>Sleigh the holiday season</h2>For many shoppers, the festive season is also the time they discover new brands. What you do next decides whether they become one-time buyers or long-term loyalists.Keep the momentum going by emailing personalised offers, spotlighting your bestsellers and staying visible through the season and into the new year.Because the festive season isn’t just about discounts. It’s about discovery, connection and building an experience to keep customers coming back next month, next year and beyond. Source: All insights from&nbsp;Festive Forecast: Holiday Insights Unwrapped | 2025&nbsp;(<a href="https://businessgrowth.afterpay.com/rs/424-IAB-218/images/FestiveForecast-HolidayInsightsUnwrapped-AU2025.pdf?version=0" rel="noopener noreferrer" target="_blank">AU&nbsp;</a>+&nbsp;<a href="https://businessgrowth.afterpay.com/rs/424-IAB-218/images/FestiveForecast-HolidayInsightsUnwrapped-NZ2025.pdf?version=0" rel="noopener noreferrer" target="_blank">NZ</a>)

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Explore Afterpay’s Festive Report for exclusive insights into how shoppers spent last holiday season – and how they’ll approach this year.

Exclusive new insights into how and when shoppers spent last year, and what size BFCM discounts they expect

How retailers can win BFCM and beyond

Wrapping Up the Perfect Strategy: How to Sleigh This Holiday Season

Holiday Season 2025 | How to Win

Exclusive new insights into how shoppers spent last year – and how they’ll approach this year – offer vital clues for merchants.

If it feels like Christmas comes earlier every year, that’s because it does. The rise of the Black Friday/Cyber Monday (BFCM) sale is pulling the holiday season forward – and it’s reshaping how shoppers spread their budgets. Here’s what that means for your business…<h2>BFCM marks the beginning of holiday spending</h2>It’s official: BFCM has become a cornerstone of the festive shopping calendar.&nbsp;Last year, one in three holiday shoppers spent during BFCM weekend, according to Afterpay analysis.And the trend isn’t slowing down. This year, more than a third of shoppers plan to start festive shopping before November, another third in November, and the rest in December.

What does this mean for merchants? You can’t pin all your hopes on a single sale event. Customers are spreading their spend across the season, which means planning a series of offers and promotions to capture them along the way.TIP: Map out your promotions from September to December to keep your brand top of mind – not just at BFCM, but throughout the entire holiday season. Don’t forget to tell us about your offer - so we can promote it on the Afterpay Shop Directory. Submit your <a href="https://airtable.com/appOhsSIv6K7lXFfW/shr596lA7LmKqf7Fb" rel="noopener noreferrer" target="_blank">BFCM offer here</a>, and your <a href="https://airtable.com/appOhsSIv6K7lXFfW/shrbSrn8FO1NKFlYH" rel="noopener noreferrer" target="_blank">end-of-year and holiday offers here</a>.&nbsp;<h2>Shoppers are stressed – and getting strategic.</h2>This year’s holiday season is unfolding against a tough economic backdrop. Cost-of-living pressures continue, and one in three Australians (36%) say they’re stressed about upcoming holiday expenses.According to Afterpay’s Festive Forecast, that financial pressure is driving early shopping. Why? More than half (56%) want to spread the cost of gifts over time. A similar number (53%) want to avoid last minute stress, while 45 per cent are chasing better deals and discounts.TIP: Make it easy for customers to plan. Promote Afterpay early and clearly so shoppers know they can spread the cost interest-free – helping them budget with confidence.&nbsp;<h2>Black Friday means bigger baskets</h2>Strategic shopping isn’t just about timing; it’s about value. Many customers are holding off on big-ticket purchases until BFCM.Last year, basket size jumped 11 per cent during the BFCM sales (from $124 to $138.78 per purchase). This year, nearly half of shoppers (45%) say they’ll wait for discounts on expensive items. And it’s not just budget-conscious buyers; savvy high-spenders are also biding their time until sales hit.TIP: Use BFCM to spotlight your hero products – especially higher-value items that are wishlist-worthy. Bundle them with add-ons to lift basket size even further.<h2>What type of discount?</h2>Shoppers have big expectations for BFCM. More than a quarter are looking for at least 50 per cent off, while another quarter expect discounts of 30 per cent or more.&nbsp;The upside? BFCM can be a powerful way to win new customers. Last year, nearly half (49.3%) of all BFCM shoppers spent with a merchant for the first time. So, consider the lifetime value of attracting a new customer when planning your discount.TIP: Discounts don’t have to be storewide. Target offers to high-demand items to draw customers in – then deliver a standout experience so they return after sales season.<h2>BFCM and beyond</h2>Black Friday and Cyber Monday may mark the official start of the holiday rush – but the opportunity doesn’t end there. For many shoppers, BFCM is the moment they discover a new brand. What you do next decides whether they become one-time buyers or long-term loyalists.&nbsp;Keep the momentum going by emailing personalised offers, spotlighting your bestsellers and staying visible through the season and into the new year.&nbsp;Because BFCM isn’t just about discounts. It’s about discovery, connection and building an experience to keep customers coming back next month, next year and beyond. Source: All insights from&nbsp;Festive insights: Unwrapping last year’s sale secrets and <a href="https://businessgrowth.afterpay.com/rs/424-IAB-218/images/FestiveForecast-HolidayInsightsUnwrapped-AU2025.pdf?version=0" rel="noopener noreferrer" target="_blank">Festive Forecast: Holiday Insights Unwrapped | 2025 </a>

Exclusive new insights into how shoppers spent last year.

How to win BFCM and beyond

How to win BFCM and beyond AU

Hoping to enjoy your happiest holiday season yet? Discover exclusive insights into how shoppers spent last year and how they’ll hit the shops in 2024 with this new report.

‘Tis the season for friends, family, summer - and hitting your sales goals.&nbsp;To help merchants get holiday ready, we’ve produced <a href="https://cdn.builder.io/o/assets%2F035a3d41874344d79b6c7499e2e7a5bc%2Faf5d44bf200643a08312599f1493d615?alt=media&amp;token=d64cb422-9e85-47ca-b77e-1f5ed8906947&amp;apiKey=035a3d41874344d79b6c7499e2e7a5bc" rel="noopener noreferrer" target="_blank">Festive Insights: Unwrapped</a>, featuring an analysis of last year’s spending trends, as well exclusive insights into how consumers will shop in 2024.<a href="https://cdn.builder.io/o/assets%2F035a3d41874344d79b6c7499e2e7a5bc%2Faf5d44bf200643a08312599f1493d615?alt=media&amp;token=d64cb422-9e85-47ca-b77e-1f5ed8906947&amp;apiKey=035a3d41874344d79b6c7499e2e7a5bc" rel="noopener noreferrer" target="_blank">Download the full report </a>or read on for highlights.&nbsp;

<h2>Forget the 12 days of Christmas</h2>You’re not imagining it; the festive season really is starting earlier and earlier. In 2023, holiday sales kicked off in late October and spiked during Singles Day and Click Frenzy, before peaking over Cyber Weekend*.

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This year, 44% of Afterpay shoppers will get a headstart on present purchasing during Black Friday and Cyber Weekend (and high-income shoppers are especially likely to purchase)*. The closer it gets to Christmas, the more likely shoppers will head in-store to purchase.Tip: Stay one step ahead by kicking off any digital advertising campaigns early; that way you’ll build your first-party audiences before CPMs rise.&nbsp;<h2>It’s a very omni moment&nbsp;</h2>Although 1.7m shoppers bought all their Christmas presents online last year, another 1.3m purchased both online and in-store. And those that did purchase across in-store and online, spent 30% more than online-only customers*.Tip: Don’t forget in-store customers; drive an uplift in omnichannel sales this festive season by making sure your customers know you have Afterpay online and in-store too.&nbsp;

<h2>Meet the ‘appiest festive marketplace</h2>Mobile shopping and Afterpay in-app purchases are on the rise, and last year, 31m shoppers visited Afterpay’s app during the final quarter of the year. On average they spent 10 minutes per session and the total in-app spend was up 20% on last year*.Tip: Mobile holiday sales are projected to be three times that of in-store purchases in 2024, so make sure your e-commerce site is mobile-friendly and that your listing on Afterpay’s Shop Directory is up to date. (Head to <a href="https://hub.afterpay.com/shop-directory" rel="noopener noreferrer" target="_blank">Business Hub</a> to make any updates.)<h2>Top trending gifts in 2023</h2>Apparel, experiences and food and drinks topped the most-purchased lists last year.&nbsp;1 Shirts &amp; Tops2 Event Tickets3 Food &amp; Beverage4 Dresses5 Gift Cards &amp; Certificates*

<h2>Afterpay is a festive fundamental</h2>Last Christmas, 3.2m Aussies and Kiwis used Afterpay to make 35.4m purchases during the holiday season*.&nbsp;This season, Afterpay is set to be just as popular. Nearly three-quarters of younger shoppers plan to use Buy Now Pay Later (BNPL) services this year**.&nbsp;Of those who will use BNPL, 23% will use it “as much as possible” and 41% will use it for half their spending**.&nbsp;Tip: Do your customers know you have Afterpay? Given that 48% of Afterpay users would shop elsewhere if Afterpay wasn’t available^, it’s important to ensure that customers - both online and in-store - know that you offer Afterpay. Head to Afterpay’s <a href="https://www.afterpay.com/en-AU/business/resources/marketing" rel="noopener noreferrer" target="_blank">marketing resources centre </a>to download templates and customisable social media posts that will help you promote your partnership with Afterpay.&nbsp;Want more insights and tips? <a href="https://cdn.builder.io/o/assets%2F035a3d41874344d79b6c7499e2e7a5bc%2Faf5d44bf200643a08312599f1493d615?alt=media&amp;token=d64cb422-9e85-47ca-b77e-1f5ed8906947&amp;apiKey=035a3d41874344d79b6c7499e2e7a5bc" rel="noopener noreferrer" target="_blank">Download the full report here</a>.&nbsp;

*Source: Afterpay internal data for the period of 1st October to 31st December 2023, Australia and New Zealand. **Source: Afterpay Holiday Consumer survey, 2024, Australia. ^Source: Afterpay Brand Equity Tracking, Australia and New Zealand, Wave 8, November 2023.

Discover exclusive insights into how shoppers spent in 2023 and how they'll shop in 2024.

Discover exclusive insights for 2024 into how shoppers will spend, when they spend, and whether they spend in-store or online with Afterpay's festive forecast.

Exclusive festive insights into how shopper spend at Christmas

Unwrap exclusive insights into festive shopping

festive forecast insights 2024

We’ve got the insights so that you can smash goals, not baubles

It’s here and it’s fresher than gingerbread straight out of the oven: exclusive insights from more than 1500 Australian shoppers about how they plan to spend this festive season.Filled with ideas, information and inspiration, <a href="https://businessgrowth.afterpay.com/rs/424-IAB-218/images/2023_Festive_Forecast_Report_by_Afterpay.pdf" rel="noopener noreferrer" target="_blank">Afterpay’s 2023 Festive Forecast</a>* aims to help you have your merriest holiday season yet. Here’s a sneak peek.&nbsp;<h2>Shoppers are cutting back. But the festive season looks strong.</h2>Yes, inflation is impacting holiday spending, with 46% of shoppers cutting back on general purchases. However, 19% of shoppers still plan to spend more, and others are finding ways to get around cost-of-living pressures, by looking for deals, buying presents earlier and utilising Buy-now-pay-later services like Afterpay.&nbsp;Tree-mendous tip: Make sure to let your customers know that you offer Afterpay, both online and in-store.<h2>Christmas is coming early</h2>It pays to start strategising for the silly season now, as two-thirds of shoppers will have finished their holiday shopping by the end of November.Gen Z will be leading the charge to the checkout, with younger shoppers much more likely to get their festive shopping done&nbsp;Tree-mendous tip: Different demographics will shop at different times. When planning your BFCM marketing, for example, your primary audience should be Gen Z.<h2>What will sell this silly season</h2>Gift cards are working overtime this Christmas, topping the shopping lists of many consumers, followed by clothing and accessories.&nbsp;But it’s worth remembering that nearly half of all shoppers (47%) wait until they’re in-store for inspiration to strike. So it’s important that your store entices shoppers in and then offers appealing visual merchandising and curated collections.&nbsp;And if you really want to get shoppers’ attention? Half of all Aussies say that noticing that an item is on sale will persuade them to purchase.&nbsp;Tree-mendous tip: Do you offer gift vouchers? Now is the time to set them up if not.&nbsp;Want to more festive tips? Download our complete <a href="https://businessgrowth.afterpay.com/rs/424-IAB-218/images/2023_Festive_Forecast_Report_by_Afterpay.pdf" rel="noopener noreferrer" target="_blank">Festive Forecast</a> and head over to our <a href="https://www.afterpay.com/en-AU/festive-forecast" rel="noopener noreferrer" target="_blank">Festive Strategy hub</a> now.&nbsp;*Source: All data has been taken from Afterpay Festive Forecast research 2023 Australia.

We've got all the festive insights and tips

Discover how shoppers will spend this festive season - from when they'll shop to what will sell this silly season.

How Aussies Will Shop And Spend This Festive Season 2023

How Aussies Will Shop This Festive Season 2023

Festive Forecast report 2023

Stand out this holiday season and attract more in-store customers

The holiday season is a time for festive goodwill and family get-togethers – and, for retailers, it’s also a great chance to bring in more sales and maximise your profits.Planning how you’re going to take best advantage of this window of opportunity requires a little effort, but it can prove invaluable for your end-of-year figures.<h2>Why in-store matters</h2>Driving more customers in-store is important to both brick-and-mortar retailers and omnichannel brands.Throughout the festive season, it’s estimated that around 50-60 per cent of shoppers will purchase gifts in-store – and that proportion rises as Christmas draws closer. Why? Because customers who leave their shopping to the last minute want to ensure they receive their purchases in time for Christmas, and many are prepared to head in-store, rather than put their trust in the post system, to pick up their gifts.Driving customers in-store is especially important for small and local businesses, which are likely to attract a greater proportion of in-store shoppers.&nbsp;But even omnichannel brands can benefit by focusing on increasing footfall; after all, studies have repeatedly shown that the more channels a customer uses, the more loyal they are to the brand.Here are a few easy ways to usher in more customers, not to mention that Christmas cheer…<h2>How to reach more customers – and drive them in-store</h2>

<h2>Start early</h2>Just a decade ago, most Christmas spending happened in early to mid-December.These days, holiday trading starts sooner than ever, kicking off in early November as Black Friday and Cyber Monday (BFCM) become key dates on the retail calendar.In fact,<a href="https://businessgrowth.afterpay.com/rs/424-IAB-218/images/Festive%20Forecast%20by%20Afterpay.pdf" rel="noopener noreferrer" target="_blank"> Afterpay’s 2022 Festive Forecast</a> found that two-thirds of shoppers will purchase gifts before BFCM.“November is now at least as big a month as December, with Black Friday sales driving early shopping behaviour,” says Simon Burrett of<a href="https://www.linkedin.com/in/marketing-strategy-retail-ecommerce-mentor-consultant-leadership" rel="noopener noreferrer" target="_blank"> Retail Roustabout</a>. “Preparing deals and operational plans for November like we used to do for Boxing Day is the new normal.”This also means stealing a march on recruitment of temporary staff. With many businesses already struggling to get enough people to fill shifts, recruitment of Christmas casuals will be more challenging this year. Customer service is a critical part of an in-store sales strategy and retailers need to plan well in advance to ensure they have enough staff to cope with the Christmas rush. See more tips on festive recruitment.&nbsp;

“November is now at least as big a month as December, with Black Friday sales driving early shopping behaviour.”

<h2>Work those windows</h2>An attention-grabbing window display can convert a passerby into a potential customer, and during the festive season they need to work even harder to catch the eye of shoppers and entice them through the door. A little imagination can go far when it comes to telling the festive story of your brand.Phoebe Simmonds is co-founder of pregnancy, birth and new parenthood store<a href="https://thememo.com.au/pages/armadale-boutique" rel="noopener noreferrer" target="_blank"> The Memo</a> in Melbourne’s Armadale.“We use our windows as billboards to make strong brand statements. We flip [visual merchandise] once or twice per month, and more over the Christmas period. This is important because it’s common for a customer to visit our store a few times over this period, so we like to keep it fresh and exciting for them to discover new things.”&nbsp;Think ‘Stop, look, enter’. Activate store windows with a customised, on brand, clever and eye-catching display, and think hard about the area that lies just beyond the window, too.<h2>Dive into your data</h2>The best way to identify what will attract customers in store is to look closely at what motivates them.&nbsp;Are your customers driven by discounts? (In which case, think about which promotions you can offer.) Or do they shop with you because they love your store’s personal touch? (In which case, free gift-wrapping or engraving may be the way to entice them in-store.)Afterpay has crunched the data and identified a range of festive shopping personas. Match your customers to Afterpay’s personas – and discover what will draw them in-store here.<h2>Try a breadcrumb strategy&nbsp;</h2>Taking its name from the well-known fairytale, The Gingerbread Man, <a href="https://www.afterpay.com/en-AU/business/access/omnichannel-retail/how-to-drive-more-sales-in-store-this-festive-season" rel="noopener noreferrer" target="_blank">the breadcrumb strategy </a>involves using social media and digital channels to promote in-store happenings.&nbsp;For example, you could use social media and e-newsletters to let customers know you’re on sale or offering advent-style daily deals. A few days later, you might consider emphasising the urgency of the offer by to encourage them to stop by in-store soon.“The key to this strategy is ensuring that your messaging across online and in-store marketing is consistent and tells a story that is aligned with your brand and the messaging you’re trying to get across,” says Afterpay’s APAC retail experience lead Caroline Stensved.<h2>Set up a social sweet spot</h2>Creating an Instagrammable retail space is another way to attract shoppers, as customers will snap photos and post them to social media – where they will reach a whole new audience of potential customers.“To make Instagram spots successful, they need to stand out, be well lit and easy to access, and include your store’s logo or hashtag,” says Marguerite Bell, the managing director of<a href="https://www.retaillife.com.au/" rel="noopener noreferrer" target="_blank"> Retail Life</a>. “Promote it across your own social channels to drive customers into the store and keep it updated and refreshed. You may also consider offering incentives for customers to engage with the spot to encourage social sharing and build excitement for gift ideas and new products.”<h2>Consider events</h2>A well-planned and executed store event or activation can drive foot traffic, increase store sales, enhance customer engagement, and create memorable shopping experiences.&nbsp;Even if you can’t recreate Santa’s grotto, you can still use event-style tips and tricks to create a festive atmosphere and provide some reciprocal good will. Mini-giveaways of individually wrapped biscuits or lollies and secret Santa gifts will be a hit with kids, and a free gift-wrapping station will be a relief for time-pressed parents.&nbsp;“The holiday trading period is very heavy with promotional activity,” says Simmonds. “Customers are trained to look for this now, but even more valuable is delivering a superior experience that makes life easier, such as a clear, well-presented assortment targeted to their needs, speedy delivery, or a beautiful gift-wrapping service.“Determine your goals and your budget, plan your event and prepare your marketing with social posts, in-store signage, invitations and special offers, says Bell. “In-store events and giveaways are also a great way for retailers to create a sense of community, drive brand loyalty and set you apart from the competition.”<h2>Leverage click and collect</h2>Click and collect is convenient and cost-effective option for time-poor Christmas shoppers, and it can also be a boon for the retailer as it drives people into physical stores and encourages impulse purchases at pick-up.

"Be strategic with displays close to click and collect pick-up areas to entice customers to purchase additional items.”

“Create an easy to see and access click and collect pick up area in-store,” advises Bell. “Train staff to be familiar with click and collect orders, so they are ready to talk to customers about their purchases, and lead the conversation to add-ons or even to new lines. Be strategic with displays close to click and collect pick-up areas to entice customers to purchase additional items.”

<h2>Once customers are in store...</h2><h2> </h2><h2>Stay up to speed</h2>To drive traffic both new and repeat, a store needs to feel fresh and updated with regular new merchandise offers and displays rotated to keep things new and interesting. Re-filling shelves and rotating colours will help promote lines that are in-stock and ready for customers to buy. Hot spot areas such as counters need merchandising daily to keep them full, well-presented and optimise sales performance.“In the super-competitive, super-fast omnichannel shopping frenzy that is the Christmas period, the critical element is to read the play, every day,” says Burrett“Leverage data and lean on trusted partnerships to analyse what customers are searching, browsing and shopping at every stage of the festive season — and be ready to make adjustments to the plan in real time.”&nbsp;<h2>Offer a staff refresher</h2>Training is key to always delivering outstanding customer service, and particularly in the busy Christmas trade times. Bell suggests holding November refresher training sessions on topics such as loyalty programs, refund and exchange policies, click and collect, delivery and gift receipts.“It’s important to know how to effectively serve more than one customer at a time during busy periods, and make sure staff product knowledge is up to date with best sellers, new lines and Kris Kringle suggestions.“Running sales games and challenges along with staff incentives is a good way to keep the team motivated and promote a sense of fun, while staying focused on maximising store sales during the Christmas period.”<h2>Update Google Business&nbsp;</h2>Google Business profiles play an important part in creating digital footprints particularly for small, independent retailers. In addition, they provide a channel to share photos, campaigns, customer reviews and most importantly essential information such as store address, phone number and changing trading hours.“This is critical with varied trading hours in the lead-up to and over the Christmas / New Year trading period,” says Bell. “Google Business should be viewed by retailers as an additional channel with which to market their business, that is free, and an important tool to utilise and capitalise on."

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Stand out this holiday season and attract more in-store customers

Discover how to stand out this holiday season and attract more in-store customers by increasing footfall. Experts provide their tips

Increase footfall and drive more in-store sales this festive season 

8 ways to increase footfall - and drive more in-store sales – this festive season

Increase footfall and drive more instore sales

Christmas is coming, so it’s time to think smart when it comes to the silly season

The end of the year is fast approaching, but, for retailers, this is no time to slow down. November and December – known as the Golden Quarter – are a critical period for businesses hoping to end the year with a strong finish.&nbsp;Here at Afterpay, we know how important it is to prepare for the festive season, which is why we’ve commissioned research into how Aussies shopped and spent during the same period last year. This research, Festive Findings, reveals patterns, purchasing habits and key dates to help you set yourself up for a very, merry Christmas.<h2>Christmas comes early</h2>November is the new December, and last year Australians began spending in early November when Click Frenzy hit. (This year, Click Frenzy is late October).From there, there were three key retail moments:&nbsp;<ul><li>Black Friday and Cyber Monday (when online sales peak).</li><li>The week before Christmas (a big moment for brick-and-mortar brands).</li><li>Boxing Day on December 26.</li></ul>As well as ensuring your processes are well and truly in place to handle these peaks, consider your marketing efforts: capturing shoppers’ details during BFCM sales will mean you can reach out or retarget them through advertising in the lead-up to Christmas.<h2>Who’s spending?</h2>Turns out, different generations spend at different times – and it pays to know when your demographic is primed to purchase.&nbsp;Last year, Gen Z got in early; the period before Cyber weekend was the second biggest shopping moment for young consumers. Meanwhile, Millennials are Afterpay’s most active shoppers throughout the festive season – and also shop enthusiastically during Cyber Weekend. Gen Z and Boomers are likely to leave things until later and tend to shop right throughout December. Gen Z were the biggest bargain-hunters during the Boxing Day sales – and turned out in full (festive) force.Consider your products: do certain items appeal to a younger generation? Then they’re the ones to promote earlier.&nbsp;Will services like last-minute click and collect or free gift wrapping tempt an older audience? Could you curate a collection of gifts for grandchildren? Plan those for later in the season.&nbsp;<h2>In-store is in fashion</h2>Pandemic-induced lockdowns are a distant memory, and brick-and-mortar shopping is back. That’s the conclusion to be taken from our Festive Findings research, which showed that in-store sales were strong throughout the festive period.However, there were noticeable spikes in in-store shopping following Cyber Weekend and also just before Christmas. The latter is probably driven by last-minute shoppers; with only a few days to purchase presents before Christmas Day, more shoppers are likely to head in-store rather than risk late deliveries from online retailers.&nbsp;The upshot? If you’re not already offering Afterpay in-store, it’s time to get it sorted – turns out, 57% of customers say they will look elsewhere if a store didn’t offer Afterpay*.Want more insights, including which product categories were most popular with consumers last year? Check out Afterpay’s festive findings report <a href="https://businessgrowth.afterpay.com/rs/424-IAB-218/images/Afterpay_Festive_Findings_Report_2023.pdf" rel="noopener noreferrer" target="_blank">here</a>. *Source: Afterpay Economic Impact, Accenture, April 2021

Christmas is coming, so it’s time to think smart when it comes to the silly season

Discover insights into when, where and how shoppers spent during the Christmas holiday season in 2022. Plus tips on how to drive more festive sales.

How Christmas consumers spent and shopped in the 2022 festive season

Sleigh your holiday season with these festive findings 

Festive findings Afterpay Access article

A strong festive season starts with great customer service. Here’s how to prepare staff for the busiest time of the year.

The countdown is on to the hectic festive trading period, and having the right staff — in the right numbers — is a crucial part of the planning process.Seasonal staff will help meet increased demand, limit queue times, boost customer service and make that festive cheer go further. Here’s how to get it right.<h2>1. Start Early&nbsp;</h2>Competition from other retailers for Christmas casuals can be fierce, so it’s important for retailers to begin their recruitment drives in plenty of time. This is even trickier in the current job market where unemployment figures are hitting record lows, and in regional areas where housing affordability has affected the supply of workers.“It’s become a normal occurrence post-lockdown to see retail brands advertising, not to attract potential shoppers, but potential workers,” says Simon Burrett, a strategist and marketer at<a href="https://www.linkedin.com/in/marketing-strategy-retail-ecommerce-mentor-consultant-leadership/" rel="noopener noreferrer" target="_blank"> Retail Roustabout</a>. “In a ‘full-employment’ world, this is now a critical investment.”The message for retailers: start recruiting now, and make sure your pitch is strong enough to attract more than your share of this scarce and valuable (human) resource. “Offering competitive wages, flexible scheduling and in-store discounts can be enticing at this time of year.”“The culture around casual work has changed,” says Gabrielle Roux, head of retail/people and culture at fashion brand<a href="https://www.sheike.com.au/" rel="noopener noreferrer" target="_blank"> Sheike</a>. “We find people are wanting flexibility around their hours and shifts more than ever. That can be challenging with casual teams, and businesses need to navigate the challenges with agility and an open mind.”Look back at previous Christmas trading periods and use the past data and insights to predict sales volumes this season.&nbsp;<h2>2. Look back to plan forward&nbsp;</h2>Look back at previous Christmas trading periods (COVID adjusted) and use past data and insights to predict sales volumes this season.&nbsp;This technique – known as&nbsp;<a href="https://www.stitchlabs.com/learning-center/what-is-demand-forecasting-in-retail/#:~:text=Demand%20forecasting%20in%20retail%20is,hand%20at%20a%20given%20time." rel="noopener noreferrer" target="_blank">demand forecasting</a>&nbsp;–&nbsp;&nbsp;will also help you to plan staff requirements and implement rosters.&nbsp;A range of critical business decisions like turnover, profit margins, <a href="https://www.afterpay.com/en-AU/business/access/boosting-profitability/cashflow-management-tools" rel="noopener noreferrer" target="_blank">cash flow</a>, capital expenditure and staffing are all dependent on demand forecasting.Australian trampoline retailer&nbsp;<a href="https://www.vulyplay.com/en-AU" rel="noopener noreferrer" target="_blank">Vuly Play</a>’s direct sales team doubles in size at Christmas. It conducts demand forecasting to ramp up distribution and warehouse staff to meet huge seasonal demand.“Vuly Play has to remain consistently agile regarding staff requirements,” says communications manager Matt Bassos. “Leading into Christmas and the last days of November will pose the greatest challenge.”&nbsp;At Sydney e-tailer&nbsp;<a href="https://gourmetbasket.com.au/" rel="noopener noreferrer" target="_blank">Gourmet Basket</a>, Christmas is the busiest season, with planning beginning in July, and extra staff recruited in September and then again in December. “So, we need to increase our customer service team, our team processing our orders,” explains managing director Stuart Mills.“We also need more help in our corporate sales area and, last of all, in production. So, we have to scale up across the entire business.”&nbsp;

<h2>3. Streamline induction processes&nbsp;</h2>When the holiday season is in full swing, it’s crucial for retailers to have processes that onboard new part-time, casual or full-time staff seamlessly so they can hit the ground running.&nbsp;Vuly works hard to make sure temporary staff brought on to meet seasonal demand don’t feel left out. “We have created training manuals specifically designed for temporary sales staff, and we do what we can to make them part of the team, including branded merchandise like our Vuly t-shirts,” says Bassos.Part-timers get all the benefits of long-term staff, from free lunches to birthday celebrations with the team. “This often leads to casuals wanting to stay on and work with Vuly on a longer-term basis,” adds Bassos.During the stressful sales season, regular check-ins with new staff members – encouraging them to be open about how they find the role and checking on their mental health – has also helped to build a strong team.&nbsp;“We ask what’s making them worried, anxious or simply isn’t enjoyable,” says Bassos. “You’d be surprised just how the act of showing some genuine concern can really help change their state of mind.”&nbsp;

“We have created training manuals specifically designed for temporary sales staff, and we do what we can to make them part of the team”

<h2>4. Hire a chatbot</h2>Adding a <a href="https://clutch.co/au/developers/artificial-intelligence/chatbots" rel="noopener noreferrer" target="_blank">chatbot</a> to your website is another way to meet the demand in online queries and also reduce the number of phone enquiries, which can be time-consuming for staff.For example, Sephora — one of the first beauty retailers to institute the use of chatbots — has two Facebook bots: a reservation assistant and a virtual artist to help with colour matching. The savings can be huge.&nbsp;<a href="https://www.juniperresearch.com/researchstore/operators-providers/chatbots-trends-research-report" rel="noopener noreferrer" target="_blank">US marketing research company Juniper Research</a> estimates that $8 billion will be saved in 2023 by businesses and retail stores reducing their chat support costs. While not designed to completely replace humans, they offer customers a new way to interact with a brand, which helps retailers streamline their processes.If you are considering a chatbot, ensure that it can be minimised easily for shoppers who prefer to purchase directly from your site.<h2>5. Bolster training for online processes now</h2>One of the consequences of COVID-19 has been a shift toward online shopping – which has prompted a surge in internet enquiries for omnichannel retailers. Experts say that preparing for more online queries will be vital this Christmas.When COVID-19 hit, lingerie&nbsp;and swimwear brand&nbsp;<a href="https://brastogo.com.au/" rel="noopener noreferrer" target="_blank">Big Girls Don’t Cry Anymore</a>&nbsp;implemented an online booking system&nbsp;that enabled customers to schedule virtual fittings. Owner Karen Edbrooke has&nbsp;trained staff to use the technology to accept and handle these online bookings, which has lifted sales dramatically.&nbsp;Staff simply call the customer at the allotted time to help them find the right fit for their products. “Our fittings are done in a way that it’s literally like being in the shop, which is seamless for customers,” says Edbrooke.&nbsp;“To give you an idea, we had 20 staff before the pandemic hit in early 2020, and now we’ve got 52 staff on the books, with the fitting room bolstering sales dramatically. Christmas could be a strong trading period for a lot of businesses&nbsp;if&nbsp;they change the way they operate.”Edbrooke recommends requesting staff to use any quiet periods to update customer databases,&nbsp;either via a form, online or by phone,&nbsp;in preparation for a Christmas marketing push.

<h2>6. Digitise your rostering </h2>If your business still relies on a paper-based rostering system stuck on the wall, it’s time to move with the times and consider a digital model – especially if some of your teams are working remotely.The right scheduling system will help ensure there’s no missed shifts or inaccuracy in the communication.&nbsp;<a href="https://www.deputy.com/au" rel="noopener noreferrer" target="_blank">Deputy</a>&nbsp;is a popular choice among Australian retailers, and is used by IGA supermarkets and fashion retailer GlamCorner. It only costs a few dollars a month per user, and enables you to send rosters to the retail team with a few clicks. The tech includes a built-in awards interpretation function to ensure all employees are paid accurately for every hour they work, including penalty rates.&nbsp;Other popular models include&nbsp;<a href="https://www.clockon.com.au/" rel="noopener noreferrer" target="_blank">ClockOn</a>&nbsp;and&nbsp;<a href="https://zenshifts.com/au/" rel="noopener noreferrer" target="_blank">Zenshifts</a>. Whatever system you use, make sure that staff have their Christmas rosters by October so they can plan their own holidays.

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A strong festive season starts with great customer service. Here’s how to prepare staff for the busiest time of the year.

Wondering how to navigate the difficulties of short term staffing for Christmas and other busy seasons Get answers from Access Afterpay

5 Tips for Hiring Seasonal & Holiday Staff | Access Afterpay

6 tips for managing staff during the Christmas rush

5 tips for managing staffing during the Christmas rush

The festive rush is nearly here. Is your online presence ready?

‘Tis nearly the season for cash registers to ring and sales to soar ­– and this festive season, retailers’ e-commerce sites will be more important than ever.That’s partly because, post-pandemic, online shopping has become commonplace; in fact, last year,<a href="https://auspost.com.au/content/dam/auspost_corp/media/documents/ecommerce-industry-report-2023.pdf" rel="noopener noreferrer" target="_blank"> 82 per cent of Australian households</a>* purchased a product online.However, it’s also because the current economic climate is driving many shoppers online. With interest rate increases, and rising inflation and cost-of-living, many consumers will be shopping around for the best value and comparing deals and brands – and much of this research will happen online.The question is: will your website be ready?“It’s really important for online retailers of all sizes to be prepared,” says Megan Winter, of online strategy advisory <a href="https://unstoppableecomm.com/" rel="noopener noreferrer" target="_blank">Unstoppable eCommerce</a>, who emphasises that online readiness is a topic that all retailers should consider – from pure-play digital brands to omnichannel businesses.

<h2>Here’s how to optimise your website this holiday season:</h2>

<h3>1. Don’t underestimate the user experience</h3>Your website is your shop, sales assistant and cash register, so make sure it’s ready, advises Winter. “The biggest mistake people make is sending traffic to a website that isn’t ready for it,” she says, adding that investing in marketing campaigns, including Facebook ads, is pointless if your website is difficult to navigate or unappealing.&nbsp;Think about your website in the same way you would a real shop, she says. “When people walk into your bricks-and-mortar store, they can use all their senses to check out your products and decide if they want it,” says Winter. “They can pick it up, try it on, touch it, feel it, smell it and/or taste it.”To replicate the in-store experience as closely as possible, ensure that your images are top-quality, your product headlines attract attention and that you’ve answered any frequently asked questions – for example, relating to returns, sizing or shipping – as clearly as possible.“Just like a bricks-and-mortar store, make sure your products are laid out nicely and your website makes it easy for people to find what they are looking for.”<h3>2. Start planning now</h3>Take the time to plan out key promotions and offers straightaway, says Winter. “Get those Christmas props out and have a photoshoot now, so that you’ve got festive images handy.”&nbsp;This is also the time to prepare for extra traffic, says e-commerce strategist Nathan Bush, who adds that although the days of websites crashing due to too much traffic are mostly over, there are plug-and-play monitoring systems, such as Pingdom or UptimeRobot, that will notify you of any issues. “Have the alert set up, so it alerts your phone if anything’s in trouble,” he says. After all, even a few hours of being offline could mean lost revenue during the peak shopping season.And remember that the festive season doesn’t start in December; online shopping spikes in November (around Black Friday Cyber Monday weekend, which is November 24-27, 2023) and continues to rise until Christmas Day.<h3>3. Simplify your checkout&nbsp;</h3>Before consumer spending really ramps up, Bush recommends doing “a few test dummy orders yourself” to evaluate the customer experience. Now is your chance to work out any kinks in the system.Pay close attention to any unnecessary or complicated steps during the checkout process, says Winter. “Remove as many barriers to purchase as possible… Have payment options available, such as Afterpay, which will make it easier for customers to spend money with you.”&nbsp;Bush agrees, advising that retailers check all their payment methods are working and promoted onsite. “So, if you’ve got Afterpay, make sure it’s promoted clearly,” he explains. This means ensuring that Afterpay is visible on the product page and checkout.&nbsp;Shipping costs are one of the top reasons that people don’t buy from an online store, points out Winter. “This is especially true for items that are small in size or low in price,” she says, explaining that free shipping – or the appearance of free shipping (where costs are factored into the total price) – is best. “Or, have a free shipping threshold where people have the option of qualifying for free shipping if they spend over a certain amount.”&nbsp;<h3>4. Create a follow-up strategy for new shoppers</h3>At Christmas, retailers can expect more first-time visitors to their website than usual – especially during promotions, says Bush.This year, with the enormous growth in online shoppers, “the big opportunity is to grow your database,” says Bush who recommends capturing customer details through a newsletter or VIP club. This can mean the start of a relationship that will hopefully generate more revenue over time.&nbsp;Winter says that it’s also important for retailers to install a Meta pixel, which allows them to retarget customers based on the individual actions they’ve taken on your site. “For example, if they have window-shopped but left your site without making a purchase, you can target those people with a different message to someone who only visited your homepage,” she says.&nbsp;<h3>5. Communicate over delivery times</h3>Since the pandemic, customer expectations around delivery times have risen - and the issue of delivery will only become more important, the closer it gets to Christmas.Bush says that retailers should start speaking to delivery partners now to identify shipping cut-off dates. These dates should then be communicated clearly on your website to avoid any customer disappointment.<h3>6. Keep a close eye on inventory</h3>Don’t forget to monitor your website throughout the holiday season, adds Bush.&nbsp;Make sure you’re promoting items and prioritising products that have a lot of stock availability. “One thing with Christmas is you don’t want your front page filled with really popular items that aren’t available.”&nbsp;<h3>7. Don’t forget about customer service&nbsp;</h3>Good customer service is critical at this time of year, so make it easy for shoppers to ask questions, advises Bush. “Don’t hide phone numbers and live chat,” he says. “Make it really easy to access and then make sure your customer service team is happy. They’ll be stressed, but make it as fun as possible for them, because they’re going to carry the weight.”&nbsp;More people than ever will be sending presents to each other this year, says Winter, so online retailers must start preparing now to make the most of every opportunity.&nbsp;“All signs are indicating that this festive season is going to be massive for online retailers,” she says.&nbsp;“We predict that online sales over the coming festive season will be the highest ever recorded.” *Source: Australia Post, ‘Inside Australian Online Shopping’ e-Commerce Industry Report, 2023

Learn how to prepare your e-commerce site for the festive season with tips from top brands.

Learn how to prepare your e commerce site for the festive season with tips from top brands on Afterpay Access