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Boxing Day could prove biggest shopping day of the year

The day after Christmas could be “Super Saturday” for retailers according to Jonathan de Mello, director of retail and property at Experian.

A combination of Boxing Day falling on a Saturday and consumers’ increasing tendency to view Boxing Day as a shopping opportunity, were cited by the research house as the reason for the probable peak.

But retailers were urged not to discount until after Christmas as those that held their nerve until after Christmas last year outperformed their peers in terms of profit over the period.

de Mello commented: “Most retailers make around 25% of their weekly revenues on a Saturday, and given that Boxing Day is now a major shopping day in its own right, it is conceivable that Boxing Day 2009 could be ‘Super Saturday’ - the biggest shopping day of the year so far - rivalling even 23 and 24 December.”

He added that online marketing would be crucial as the internet would be the first place that shoppers would consider when they are looking for bargains. “Fast and original marketing is going to be key and as we’ve seen in 2009, consumers are hunting out online discount vouchers like never before.”