Boxing Day not as big a deal anymore
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Hey there, time traveller!
This article was published 28/12/2024 (264 days ago), so information in it may no longer be current.
Local business owners and managers have said the Boxing Day sales’ shift in customer behaviour and sales pattern persists.
Amber Hagans — owner of the Brandon Toymasters store — told the Sun that while the day still draws shoppers, other sales trends persistently affect the landscape.
“Trends like online shopping and the rise of other promotional events, such as Black Friday and Cyber Monday, are still reshaping its landscape. There is a stark contrast in Boxing Day’s energy compared to a decade ago,” Hagans said.
Best Buy store leader David Ling attributes part of Boxing Day’s transformation to extended sales periods. (Abiola Odutola/The Brandon Sun)
“Boxing Day used to be the one day of the year for big-ticket purchases, but with savings events spread across Black Friday, Cyber Monday and beyond, the urgency is no longer there.”
Despite this, Hagans said, her store continues to adapt by focusing on family-centric items that resonate with the season.
“We’ve been doing a big push on board games and puzzles with a 20 per cent discount. These are huge for family entertainment, especially leading up to New Year’s Eve,” she added.
David Ling, a store leader at Best Buy, echoed this sentiment, attributing part of Boxing Day’s transformation to extended sales periods.
“We’ve had Boxing Day promotions running since early December,” Ling said.
“While it stretches out customer interest, we saw a buzz on Boxing Day. Foot traffic feels closer to pre-COVID levels, with many shoppers excited about significant discounts and gift card promotions.”
Despite Ling’s observations of increased store activity, he acknowledged the competition posed by year-round online deals.
“In the past, Black Friday might have overshadowed Boxing Day, but now, it’s the fact that sales run through November and December that diffuses some of the urgency,” he added.
For Hagans, the economic environment has also shaped customer priorities. While inflation might deter extravagant purchases, parents prioritize meaningful gifts for their children.
“We’ve seen a surge in family-oriented products like board games and puzzles since COVID, reflecting a shift towards shared experiences,” she said.
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