Moji Oshisanya, chief commercial officer at\u00a0Vouchercodes.co.uk, told InternetRetailing that the Boxing Day sales are not dead \u2013 just changing.<\/p>\n
Black Friday dominated retail headlines again in 2025, cementing its place in the UK\u2019s shopping calendar. However, while Vouchercodes.co.uk forecast \u00a39.52 billion in spending across the four\u2011day weekend, for many retailers it proved to be something of a mixed bag. Black Friday footfall was down year-on-year and shoppers spent less on big ticket items than in previous years \u2013 but ecommerce emerged the clear winner<\/a>. Data from Adobe Analytics<\/a> shows UK shoppers spent a record \u00a33.8 billion online across the four days of Cyber Weekend, making it the biggest spending online sales event ever.<\/p>\n While Black Friday continues to reshape festive retail, its growing dominance has sparked a bigger question: is\u00a0Boxing Day\u00a0losing relevance? The Boxing Day sales have long been viewed as a way for retailers to shift stock after Christmas, with sales peaking in 2018, when \u00a33.2 billion was made by UK retailers. Since then, however, Boxing Day has lost some of its trajectory, in part as Black Friday has grown to become the largest shopping day in the retail calendar.<\/p>\n Moji Oshisanya, chief commercial officer at Vouchercodes.co.uk, argues it\u2019s not dead \u2013 just changing. \u201cThe numbers for Black Friday might tempt us to write Boxing Day off, but it\u2019s actually expected to reach \u00a33.81 billion compared to Black Friday\u2019s forecast of \u00a33.36 billion,\u201d she said. \u201cAnd, while Boxing Day once meant browsing high\u2011street bargains with Christmas money, the post\u2011Christmas rush has shifted to online, with shoppers expected to scroll for deals from the sofa this year (+3.1% YoY).\u201d<\/p>\n She warns that many retailers will still miss the real peak. \u201cAn estimated 11.8 million people will shop online on\u00a0Christmas\u00a0Day, compared with 7.8 million on\u00a0Boxing Day,\u201d she said. \u201cThis gap between opening presents and stores reopening is becoming a crucial moment for retailers to capture demand.\u201d<\/p>\n The post-Christmas playbook<\/p>\n If Black Friday is about intent, post-Christmas is about opportunity. Oshisanya offers the following advice for retailers looking to maximise:<\/p>\n Optimise online shopping for Christmas Day<\/p>\n \u201cChristmas Day is now the real start to the sales, and people are ready to spend their gifted money as soon as they\u2019ve finished counting it. Recognising the importance of digital discovery is key \u2013 ensure websites, apps, and marketing channels are optimised for speed, clarity, and convenience, ready for Christmas day.\u201d<\/p>\n \u201cVoucherCodes\u2019 data shows that 53% of consumers actively hunt for discount codes or wait for sales before purchasing, so value perception plays a major role. Stackable codes, partner-exclusive offers and affiliate-led deals resonate strongly with post-Christmas\u00a0shoppers, who browse first, and decide later.\u201d<\/p>\n \u201cOpportunistic browsers are more brand-led than product-led. Exclusive codes, early access and member rewards can nudge them from browsing to buying \u2013 and strengthen loyalty long-term.<\/p>\n \u201cBoth Black Friday and\u00a0Boxing Day\u00a0matter, but in different ways,\u201d Oshisanya added. \u201cRetailers that recognise this and approach them with different strategies will see success \u2013 with those targeting\u00a0Christmas\u00a0Day\u00a0at a real commercial advantage.\u201d<\/p>\n Stay informed<\/p>\n Our editor carefully curates two newsletters a week filled with up-to-date news, analysis and research.\u00a0Click here to subscribe to the FREE newsletter sent straight to your inbox<\/a>. Why not\u00a0follow us on LinkedIn\u00a0<\/a>to receive the latest updates on our research and analysis?<\/p>\n","protected":false},"excerpt":{"rendered":"Moji Oshisanya, chief commercial officer at\u00a0Vouchercodes.co.uk, told InternetRetailing that the Boxing Day sales are not dead \u2013 just…\n","protected":false},"author":2,"featured_media":348762,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[447],"tags":[703,49,48,24642,15885,6578,82],"class_list":["post-348761","post","type-post","status-publish","format-standard","has-post-thumbnail","category-boxing","tag-boxing","tag-ca","tag-canada","tag-ecommerce","tag-peak","tag-retail","tag-sports"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/348761","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/comments?post=348761"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/348761\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media\/348762"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media?parent=348761"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/categories?post=348761"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/tags?post=348761"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}