Boxing Day 2024 delivered a wake-up call that UK retailers can't afford to ignore: the biggest shopping day of the year is fundamentally changing, and brands that don't adapt will be left behind.

Footfall dropped between 7.6% and 10.9% across UK retail destinations compared to 2023, with high streets taking the worst hit. Meanwhile, over 11 million shoppers logged on for deals, and 64% of the £4.6 billion spent happened online.

If you're still planning Boxing Day 2025 like it's 2019, here's what you need to know about the shift that's reshaping retail's most important day.

The Numbers That Tell the Story

MRI Software's retail footfall data paints a clear picture: Boxing Day is no longer the in-store stampede it once was. High street footfall plummeted 10.9%, shopping centres dropped 10.1%, and even retail parks saw a 6.8% decline.

But here's what makes this more than just a bad year: footfall is down 22.7% compared to pre-COVID levels. This isn't a blip. It's the new normal.

Barclays research shows that while total spending held relatively steady at £4.6 billion (down just 2% from 2023), the distribution has shifted dramatically. Sixty-five percent of shoppers intended to spend more online, compared to just 26% planning to spend primarily in-store – though notably, that 26% is up from 15% last year, suggesting physical retail still has a role for those who get it right.

Why Major Retailers Kept Doors Closed

Here's something that would have been unthinkable five years ago: M&S, Next, John Lewis, and Aldi all kept most stores closed on Boxing Day 2024. These aren't struggling retailers making desperate cuts – they're market leaders making strategic decisions.

The reason? The maths has changed. When footfall is down double digits, staff costs are up, and customers increasingly prefer shopping from home, opening on Boxing Day stops being profitable and starts being performative.

RetailNext's analysis shows Boxing Day footfall was down 6.4% compared to 2023, but more tellingly, Super Saturday (the last Saturday before Christmas) significantly outperformed Boxing Day. Consumers concentrated spending in the pre-Christmas rush rather than waiting for post-Christmas deals.

Translation: the urgency around Boxing Day discounts has evaporated. Shoppers know deals are coming earlier, lasting longer, and available without leaving the sofa.

The Promotion Fatigue Problem

Here's the uncomfortable truth retailers need to face: you did this to yourselves. Boxing Day used to feel special because it was the one day of massive, can't-miss discounts. Then came Black Friday. Then Cyber Monday. Then pre-Christmas sales starting in November. Then online sales kicking off Christmas Eve.

CEO Today Magazine's analysis highlights how the cost-of-living crisis exacerbated this: when disposable income is tight, even steep discounts don't drive purchases if similar deals were available weeks earlier without the Boxing Day chaos.

Begbies Traynor reports 2,124 UK retailers currently at risk of collapse – a 25% increase in Q4 2024 alone. That's not because Boxing Day failed. It's because the entire promotional calendar has become a race to the bottom that's left consumers desensitised and retailers squeezed.

What's Actually Working (And What You Should Copy)

Despite the doom and gloom, £4.6 billion still changed hands on Boxing Day. Here's what the winners did differently:

Started sales Christmas Day online – Barclays data shows many retailers kicked off Boxing Day sales online on Christmas Day evening. Shoppers grabbed early bargains from the comfort of home after Christmas dinner, not from queues in the cold.

Prioritised click-and-collect – The 26% who prefer in-store aren't looking for crowds and chaos. They want to see items, try things on, and have a reason to visit beyond what they can get online. Click-and-collect bridges both worlds.

Understood the family priority shift – MRI Software notes Boxing Day has transitioned "from being a shopping event to a family-oriented holiday." Retailers fighting this trend lost. Those who adapted their timing and messaging to respect it performed better.

Focused on practical categories – Kitchen technology saw a 7-percentage-point increase year-on-year. People are buying what they need, not just what's discounted. If your Boxing Day strategy is "discount everything," you're missing the point.

How to Prep for Boxing Day 2025

If you're planning now for next December, here's your action list:

Accept that online is primary – Sixty-four percent of transactions happened online in 2023, likely higher in 2024. Your digital experience needs to be flawless, fast, and mobile-optimised.

Start your sale earlier – If major competitors are launching deals Christmas Eve or Christmas Day online, you need to be there too. Waiting until Boxing Day morning means you've already lost.

Make in-store worth the trip – For the quarter of shoppers who prefer physical retail, create experiences online can't replicate. Personal service, immediate gratification, try-before-you-buy, and support for local high streets all matter to this cohort.

Rethink your promotional calendar – Boxing Day won't feel special if November through December is one continuous sale. Create genuine scarcity and urgency rather than training customers to wait for deeper discounts.

Plan for lower footfall – Don't overstaff for crowds that won't materialise. The retailers who stayed closed on Boxing Day weren't lazy – they were smart. Consider whether December 27th might actually perform better as more stores reopen and family obligations ease.

The Sustainability Angle Nobody's Talking About

Barclays research reveals 42% of UK shoppers are concerned about climate impact, with sustainability shaping purchase decisions. The decline in Boxing Day mania – people traveling to crowded stores to buy things they might not need – could actually be positive.

Retailers who position thoughtfully around "buy what you need, not just what's on sale" and emphasize second-hand, sustainable options might find Boxing Day 2025 offers an opportunity to differentiate rather than just discount.

The Bottom Line for 2025

Boxing Day isn't dead – £4.6 billion in sales proves that. But it's fundamentally different than it was five years ago, and retailers still operating on old assumptions are burning money.

The winners in 2025 will be those who:

• Lead with digital while making in-store exceptional for those who want it

• Start sales earlier without destroying their entire margin structure

• Understand Boxing Day is now about family first, shopping second

• Create genuine value rather than just slashing prices

The shift from in-store Boxing Day chaos to online-first, family-friendly shopping isn't a trend to wait out. It's the future that's already arrived. The only question is whether you'll adapt fast enough to be part of it.