Retailers are set for a 22% boost in Boxing Day spend online this year, although total sales of £856m will fall significantly short of the estimated £3.3bn spend over this year’s Black Friday weekend.
New research from credit data agency Experian and etail trade association IMRG suggests that online sales on Christmas Day will be up 11% year-on-year to £658m while New Year’s Day sales will rise 33% to £638m.
The study found that shoppers in the Black Friday Sales period were more likely to be living outside of major city centres in more rural locations, requiring more emphasis on logistical planning and delivery services, while bargain-hunters on Boxing Day and New Year’s Day are likely to require more support and service in-store, and in-person.
“We have already witnessed record-breaking spending over the festive period,” said Nick Jones, marketing manager at Experian. “On Black Friday to Cyber Monday weekend, spending reached a phenomenal £3.3bn across the four days. Though the post-Christmas Sales period might not reach these heights, retailers are certainly in for more bumper sales as consumers look to take advantage of further Christmas offers.”