Boxing Day, traditionally known as a bustling shopping day in the UK, saw a significant decline in sales this year as cautious Britons decided to stay at home. Various factors contributed to this decline, including concerns over the latest coronavirus variant and the implementation of restricted Sunday trading hours due to Boxing Day falling on a Sunday.
According to data from Sensormatic Solutions, shopper counts on Boxing Day were 61.2% lower compared to pre-pandemic levels. The footfall index, which measures billions of shopper visits worldwide annually, revealed that high streets were hit the hardest, experiencing a 65.9% decline compared to 2019. Shopping centers and retail parks also saw a significant decrease of 58.2% and over a third, respectively, compared to pre-pandemic levels.
Andy Sumpter, an EMEA Retail Consultant at Sensormatic, attributed the decline in sales to a combination of factors. These included the surge in Covid-19 cases and the spread of the Omicron variant, planned store closures by retailers as a gesture of gratitude towards their staff, and the early start of discounting. Major retailers such as M&S, Next, John Lewis, Sainsbury’s, Morrisons, and Aldi decided to close their stores on Boxing Day to show appreciation for their dedicated employees. Other retailers, like Boots and John Lewis, kicked off their Boxing Day sales before Christmas in an attempt to stimulate demand. Sumpter explained that these factors, combined with the extended discounting season around Black Friday, meant that many shoppers had already made their bargain purchases, reducing the need for in-store sales on Boxing Day itself.
London’s West End also experienced a decline in visitor traffic on Boxing Day, with a 44% decrease compared to figures from 2019 and a 16% decline compared to the previous week, according to the New West End Company. However, data from Barclaycard indicates that consumers’ interest in Boxing Day sales is still strong. The company estimates that UK shoppers spent £1.4 billion online and £2.5 billion in physical shops during the Boxing Day period.
The cautious approach taken by Britons this year reflects their concerns over the ongoing pandemic and the uncertainty surrounding the Omicron variant. While the decline in Boxing Day sales may be disappointing for retailers, the continued demand for online shopping highlights the industry’s adaptability and resilience. As the UK continues to navigate through the challenges posed by the pandemic, it is evident that consumer behavior will continue to adapt, necessitating retailers to remain agile in order to meet changing demands.
Useful links:
1. Retailers Shut Early on Boxing Day as Britons Remain Cautious Amid Omicron
2. Boxing Day Sales 2021: Shoppers Stay Home as Covid Fears Grip Britain
