New data from the Barclays Consumer Spend report reveals that UK consumers are expecting to spend £3.6 billion in the Boxing Day sales. The average shopper has increased their budget by £17 compared to 2024, yet fewer consumers will be taking part – 26% plan to spend on Boxing Day this year, down from 28 % in 2024. Those shopping are embracing AI and other smart tools in their hunt for deals, while also demonstrating renewed enthusiasm for the experience of shopping in-store.
UK shoppers are set to spend £3.6 billion during this year’s Boxing Day sales, less than the £4.6 billion predicted in 2024 and £4.7 billion in 2023. The drop is likely due to cost-of-living concerns, as seven in 10 (69%) say cost pressures will impact their spending this year, up from 47% in 2024.
Retail’s Golden Quarter, which includes popular shopping events like Black Friday, Cyber Monday and the post-Christmas sales, has long been a popular moment for consumers to pick up a bargain. Nearly half (44%) say they plan to shop at some point during the Christmas sales period, and for this group, the January sales are the most popular time to shop, chosen by 89%.
In-store shopping stays strong
In-store shopping remains a Boxing Day tradition for many sales fans, as half (49%) of those who will browse the Boxing Day sales plan to visit shops in-person. Those hitting the high street say they prefer to see and touch items before they buy (42%), that they like the human interaction (27%) and that they view the sales as a nice Christmas activity (26%).
Shoppers say they would be even more inclined to visit the shops if they were offered in-store-only discounts (29%), easier access (24%), or free items with purchases (21%). However, quality time with family is still a priority; 23% say Boxing Day should be enjoyed at home with loved ones, rather than spent shopping.
Convenience is key with online shopping and AI tools
Despite the nostalgic and experiential appeal of brick-and-mortar retail, online shopping remains the preference for two in five (40%), and AI is transforming how people seek out deals online. Two in five (37%) say they use AI and/or smart tools when shopping, rising to 53% for those aged 18-34 (53%).
These shoppers are turning to AI and smart tools to research products (43%), compare prices and deals (34%), generate gift ideas (31%) and set up personalised alerts (25%). For many, the technology provides reassurance and efficiency; 72% say it saves time by narrowing down the best deals, while two thirds (65%) trust AI to help find discounts. However, half (50%) worry that AI tools may encourage overspending.
Fashion tops wish lists for third consecutive year
Clothes, shoes and accessories are at the top of shoppers’ wish lists this year, chosen by 37%, after the category saw subdued spending in 2025. Food and drink (27%), beauty products (20%), homeware (20%) and discounted Christmas items (19%) ranked next.
Winter sales shopping lists | |
Clothes, shoes & accessories | 37% |
Food & drink | 27% |
Beauty & skincare | 20% |
Homeware | 20% |
Discounted Christmas items | 19% |
Technology | 18% |
Kitchen electronics | 15% |
However, in light of growing cost-of-living concerns, a quarter (25%) will only buy what they consider to be essentials in the sales. For those shopping for beauty and skincare specifically, 45% will use the sales to pick up their go-to products at lower prices, while 33 % will be searching for premium beauty brands at a discount.
Karen Johnson, head of retail at Barclays, said: “Shoppers have demonstrated just how cost-conscious they are throughout 2025, and we expect that we’ll see this play out during the Boxing Day sales, particularly with AI empowering consumers to shop smarter and seek out the best deals. Despite this, many still enjoy the social and sensory experience of visiting stores. Those that do hit the high street might benefit both from bigger budgets, perhaps having held out for the sales, and potentially less competition, from fewer sales shoppers.
“Boxing Day is still a pivotal moment for retailers, fuelled by Christmas nostalgia, but it has evolved to reflect modern consumer demands. This year, we’re likely to see a balanced blend of online convenience, experiential retail and increasingly mindful purchasing.”
