While you read this, hopefully you are already reveling in what a successful festive period you’re having and looking forward to maximizing a very significant sales period, even with the rise of Black Friday. For industries outside of retail such as travel and home, this also indicates the peak of the year increasing in wider online prevalence.
So what can we expect from the Boxing Day/January sale?
Sales to be spread over a wider period due to where Christmas falls
With the 27th also a bank holiday in the UK, it’s likely we may see a slightly quieter day than normal due to consumers also having the 27th to shop. This is a trend that we saw reflected by many of our clients last year, and is something to keep in mind.
With the first Sunday of the year being the 1st it will significantly change the buying patterns of customers. We’d normally see a very strong first Sunday, especially in the home and travel sectors, but with this being the 1st we expect to see sales more evenly distributed.
Home & Travel sector changes
This will still be a strong period for both sectors, but there will need to be flexibility in the way you work, as what we’re currently seeing in buying patterns and product choices from customers may vary.
A change in store behavior?
Could this be the end of the mad Boxing Day rush in-store? With parliament discussing whether stores should be forced to close on Boxing Day, this could see massive gains for online retailers, with more customers shopping from a mobile device or desktop in the comfort of their own homes, and a potential shift in how companies split their sales items between store and online.
Similarly to the run up to Christmas being impacted by Black Friday, there are a lot of external factors in when public holidays fall, the state of the market, and how this will impact consumer behaviours. Expect to see the sales trends from last year vary both in when they fall, but also in the products ranges being purchased.