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Boxing Day ‘unlikely’ to eclipse Black Friday online sales

Boxing Day online sales are expected to reach £748m this year, the equivalent of £519,000 per minute, which falls short of the £810m spent online during this year’s Black Friday.

Christmas Day sales are expected to amount to £636m or £441,000 per minute, according to new research from Experian and IMRG.

Giles Longhurst, general manager of consumer insight at Experian Marketing Services, said: “Retailers need to be increasingly switched on to fact that shopping is changing.

“Firstly, consumers are happy to leave online shopping later in the festive season, with a growth of 24% to 149 million visits to retail sites on Manic Monday – December 8 – and also a big 38% jump on 15th December 15 to 146 million visits as they push pre-Christmas delivery services to the limit.

“Secondly, online shopping is now a leisure activity for customers, with many enjoying browsing and hunting for deals when they have a few minutes. This is where the importance of accurate cross-channel communications can really come in to play, letting customers know about promotions and offers and really cutting through the noise to drive interest and traffic.”

“Over recent years Boxing Day has typically been the busiest online shopping day of the year as consumers log on in search of a bargain from the comfort of their sofas,” said Tina Spooner, chief information officer at IMRG.

“However, the festive sales started early this year with Black Friday discounts and promotions attracting a record number of online shoppers in the UK. Although we expect Boxing Day to be even bigger than last year, with online spend up around 40% year-on-year, it is unlikely to eclipse the unprecedented level of sales on Black Friday when e-retail sales reached a staggering £810 million.”

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