Strategies to boost eCommerce success in the Boxing Day Sales

Shopping on Boxing Day is as much a part of the Australian lifestyle as spending the day watching cricket or eating leftover festive food.

Boxing Day Sales present an opportunity for eCommerce retailers to boost sales and attract new customers. Here's how you can set your business up for success this Boxing Day.

What are the Boxing Day Sales?

Boxing Day isn’t just the end of the festive season—it’s one of the biggest shopping events of the year. Held on 26 December, this massive sale draws in millions of shoppers eager for post-Christmas discounts and clearance deals.

It's a key opportunity for shoppers to snag post-holiday bargains, with both online and in-store retailers across various industries participating in the event.

The shadow of Black Friday: how has it impacted Boxing Day Sales?

Black Friday, as the biggest date on the Australian online sale event calendar, has undoubtedly shaken things up for all the sales surrounding it.

Held in late November, some say Black Friday has tired shoppers of sales by the time Boxing Day Sales come around. However, cost of living pressures are encouraging shoppers to anticipate and take part in sale events more than ever.

This presents an opportunity for eCommerce businesses to extend their sales reach and cater to a wider audience.

Are Boxing Day Sales big online or in-store?

Traditionally, Boxing Day has long queues and bustling crowds at brick-and-mortar shops. However, the rise of eCommerce has significantly transformed the Boxing Day sales landscape as online sales have steadily grown over the last few years. This shift is driven by convenience, exclusive digital deals, and extended sales periods.

Many shoppers prefer browsing from home, avoiding crowds, and securing discounts with fast delivery options. However, in-store shopping still plays a major role, especially for those seeking immediate pickups or trying items before buying. Retailers often blend online and in-store strategies, like "click-and-collect," to maximise customer reach.

Strategies to boost the Boxing Day Sales for your eCommerce business

Understand what shoppers want from these sales. By the time Boxing Day Sales hit, shoppers are ready to treat themselves. The big sales of the previous couple of months have given them a chance to buy gifts for others, and they’re now keen to see products that fit their own needs and wants¹.

Roogenic focuses on its existing customer base during the Christmas season and less on gaining new customers. Marketing director, Jordan, Bruno says, "We market towards our current community and make it a point to curate gift bundles that they truly want."

Play on the sentiment that it’s the last chance of the year to grab a bargain. Boxing Day is the final sale event of the year – this brings a sense of urgency, where customers are keen to grab bargains that will see them into the new year.

Plan early. Don't wait until December to get started. Develop a clear sales strategy, prepare your inventory, and ensure your website can handle the anticipated surge in traffic.

Create deals that suit your customers and your business. Boxing Day is the perfect time of year to reduce existing stock, ready for a new year. On top of this, it’s great deals that customers are looking for – they’ve been shopping in online sales throughout the year and they need the incentive of bargains to hit ‘buy now’ in the Boxing Day Sales.

Build a level of excitement that matches that of your customers. Alongside Black Friday, the Boxing Day Sales continue to be one of the most anticipated sale events of the year². Create a sense of celebration around the deals you’ll be sharing with your customers, through social media, other advertising, email marketing and in your online shop.

Loyalty member perks. Give loyalty program members early access or exclusive deals to attract return shoppers. This fosters customer retention and boosts repeat purchases right after the holiday rush.

Consider offering free express shipping. Offer free express shipping with a minimum spend to encourage larger purchases. For customers who spent heavily during Black Friday, free shipping can be a deciding factor in placing another order.

This is one of July Luggage's peak season strategies. Co-founder, Richard Li says, "Express shipping guarantees fast delivery and happy customers. These then become repeat customers. We currently have a 35-40% repeat purchase rate, which is the best measure of success for us."

Prepare for shipping and returns

With an increased number of customers purchasing from your online shop over the Boxing Day period, providing a great delivery experience is important. Take this opportunity to re-evaluate your shipping and delivery strategy, considering things like:

• Be ready for customers who need speed by offering Next Day delivery options. The better the delivery experience, the more likely your customers are to buy from you again.
• Have your returns policy up to date. There’s a great opportunity for eCommerce businesses to make it easier for customers to return unwanted items.
• Make sure your checkout is offering Collection Points. When customers have the option to select an alternate delivery location, such as a 24/7 Parcel Locker, their satisfaction with the delivery experience goes up.

Our guide to preparing for peak season will help your eCommerce business sail through this busy time of year.