New Barclays Consumer Spend research shows the post-Christmas sales remain popular as UK shoppers expect to spend an average of £236 each this year, with a renewed interest in physical stores. Meanwhile, as cost-of-living pressures continue to have an impact, more Brits are using the sales to purchase practical, perishable and essential items, such as food or kitchenware.
Across the UK, those participating in the sales are expected to spend £4.6 billion, compared to £4.7 billion in 2023, as nearly half of Brits (47%) say that cost-of-living will impact their spending this year.
However, despite these financial pressures, average spend is still £50 more than it was just before the pandemic (2019). While some of this growth will be down to inflation, it demonstrates a continued desire to use the post-Christmas sales to seek out value-for-money. Men anticipate spending £53 more than women, on average (£263 vs £210), while shoppers overall are predicting they will spend £18 less per person than they did in 2023.
In-store boost as Brits hit the high street
While some brick-and-mortar retailers have confirmed that they will not open their doors on Boxing Day, over a quarter (26%) of Brits who plan to shop in the post-Christmas sales say they will spend the majority of their money in-store, up from 15% last year. This is driven by a preference to see and touch items before purchasing (41%) and the enjoyment of socialising while shopping (32%).
This trend indicates a growing appreciation for physical retail experiences, with three in 10 (29%) of those who intend to spend more in-store motivated by the human interaction.
High streets (33%) and shopping centres (32%) are the most popular destinations for in-person browsing. Meanwhile, 17% cite wanting to support their local high street, and a further 15% plan to shop with independent small businesses.
For retailers looking to coax more online shoppers to head into stores, many would be motivated by bespoke offers. A third of Brits (34 %) say they’d be more inclined to spend at brick-and-mortar retailers if offered discount codes that can only be redeemed in-store, or if they are given a free item with in-store purchases (27 %).
Shopper, Gabrielle Kirkham, is heading to the shops on Boxing Day this year and says: “This Boxing Day feels extra special because, for the first time since Covid, I’ll be heading back into stores to shop in person. I’m planning to pick up discounted clothing and skincare, as there are always great deals on the high street. Shopping in-store makes it so much easier to try on clothes and find the right size, too, which can be more challenging when shopping online. Returning items can be a bit of a hassle, so I’m excited to enjoy the buzz of in-person sales shopping again.”
Convenience of clicks strengthens online shopping
While physical retailers are set to see a boost, the lion’s share of spending will remain online, as 65 % of post-Christmas sales shoppers intend to spend more on virtual stores. This aligns with Barclays Consumer Spend data from 2023 which showed that 63.9 % of Boxing Day retail purchases were made online.
Key motivators for online shoppers are wanting to avoid the crowds (34%) and instead preferring the speed (27%) and ease (23%) of digital deals.
Deal hunters are looking to maximise their bargains, as two fifths (41%) will only purchase items online if they are offered free delivery and returns, while a third (34%) will only consider purchasing online if they are offered a discount.
Practical purchases grow in popularity
Kitchen technology has seen a notable surge up Brits’ shopping lists, with the number of sales shoppers intending to buy items such as kettles, air fryers, and blenders growing by 7 percentage points year-on-year. Similarly, food and drink items have climbed 5 percentage points, as food lovers look for discounted festive staples and groceries. Fashion remains most popular, up 2 percentage points year-on-year.
This marks a shift towards more functional finds, as Brits seek to use the sales to save on practical big-ticket items, which ordinarily fall outside their budgets. Taking this a step further, a quarter (24%) say they will only be buying what they consider essential items in the post-Christmas sales. Similarly, the top motivations for post-Christmas sales shopping include replacing products that have run out (35 %) or lost or broken items (31%).
Top items shoppers intend to buy in the post-Christmas sales | |||||||
Items | Christmas sales shopping list 2024 (%) | Christmas sales shopping list 2023 (%) | Year-on-year change (% points) | ||||
Fashion items (e.g. clothes, shoes, accessories) | 36 | 34 | 2 | ||||
Food and drink items (e.g. chocolates, wine) | 27 | 22 | 5 | ||||
Personal technology items (e.g. smartphone, tablet, Amazon Kindle) | 20 | 19 | 1 | ||||
Beauty items (e.g. skincare, makeup) | 20 | 23 | -3 | ||||
Discounted Christmas-related items e.g. tree decorations | 20 | 18 | 2 | ||||
Homeware items (e.g. furniture, cushions, kitchenware) | 19 | 20 | -1 | ||||
Kitchen electronics (e.g. white goods, blender, kettle, air fryer) | 19 | 12 | 7 | ||||
Boxing Day is about more than shopping
While the yearly sales remain a focus for bargain-loving Brits, Boxing Day traditions extend beyond retail. Nearly four in 10 (38%) plan to get cosy on the sofa to enjoy at-home entertainment, whether with a rerun of a classic TV show or one of the latest blockbusters available on streaming services, while three in 10 (30%) are looking forward to getting outside for group walks with family and friends.
Meanwhile, 43 per plan to spend on food-related items, including grocery top-ups (15%) and festive drinks (10%), showing that Christmas feasts and socialising remain at the heart of Boxing Day celebrations.
Sustainability and second-hand shopping continue to shape consumer behaviour
Minimising environmental impact is a top priority for consumers, with four in 10 UK shoppers (42%) concerned about the impact of climate change. Nearly half (46%) plan to buy fewer fast-fashion items, while over two fifths (44%) will cut back on over-ordering and then returning their purchases.
Meanwhile, a third (33%) plan to shop on second hand reselling websites this festive season. Half (48%) of those are doing so because they think they will be able to bag a bargain from people’s unwanted Christmas gifts, while over a third (36%) say the cost-of-living means they will be buying more second-hand items than usual, in a bid to make their money go further.
Karen Johnson, head of retail at Barclays, commented: “Despite the ongoing cost-of-living pressures, it is encouraging to hear that consumers will be actively participating in the post-Christmas sales. This year, we’re likely to see a shift towards practicality and sustainability, with more shoppers looking to bag bargains on kitchen appliances and second-hand goods.
“Boxing Day continues to be a crucial time for the retail sector, and the renewed interest in in-store shopping, alongside the enduring resilience of online platforms, demonstrates a more balanced and adaptive approach from consumers, which we hope will continue into the new year.”
