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 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.
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.”
“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.”
Understand the moment
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.
Make your message stand out
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.”
“Clear, genuine value stands out. Transparency and simplicity are key, with no hidden terms or confusing mechanics.”
Madeline Kulmar, RetailOasis
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.
Make your message stand out
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.”
Take cues from BFCM
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,”
Cameron Porter, Mars United Commerce
“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.”
Be prepared, early
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.
Don’t dismiss sustainability
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’.”
Thinking beyond Boxing Day
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.
Keep customers in your world
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,”
Cameron Porter, Mars United Commerce
“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."
Consider a loyalty program
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.
Segment to identify sales opportunities
“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.
Pay attention to the purchase experience
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 Roy Morgan, Boxing Day bonanza for Australian shoppers in 2024, December 2024 2 Afterpay data 2025
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