Drop in Boxing Day footfall ‘signals return to declining pre-pandemic levels’

Boxing Day shopper footfall was down 7.6% across UK retail destinations by 8pm, in comparison to last year, MRI Software found.

The slump in the number of people heading to the shops during Boxing Day sales signals a return to declining pre-pandemic levels, an analyst has said.

Boxing Day shopper footfall was down 7.6% from last year across all UK retail destinations up until 8pm, MRI Software’s OnLocation Footfall Index found.

However, this year’s data had been compared with an unusual spike in footfall as 2023 was the first “proper Christmas” period without Covid-19 pandemic restrictions, an analyst at the retail technology company said.

It found £4.6 billion will be spent overall on the festive sales.

Before the pandemic the number of Boxing Day shoppers on the streets had been declining year on year. The last uplift recorded by MRI was in 2015.

Jenni Matthews, marketing and insights director at MRI Software, told the PA news agency: “We’ve got to bear in mind that (last year) was our first proper Christmas without any (Covid-19) restrictions or limitations.

“Figures have come out that things have stabilised, we’re almost back to what we saw pre-pandemic.”

There were year-on-year declines in footfall anywhere between 5% and 12% before Covid-19 restrictions, she said.

MRI found 12% fewer people were out shopping on Boxing Day in 2019 than in 2018, and there were 3% fewer in 2018 than in 2017, Ms Matthews added.

A man carries bags from JD Sports after shopping in the sales in London’s Oxford Street (Jordan Pettitt/PA)

She said: “It’s the shift to online shopping, it’s the convenience, you’ve got the family days that take place on Christmas Day and Boxing Day.”

People are also increasingly stocking-up before Christmas, Ms Matthews said, and MRI found an 18% increase in footfall at all UK retail destinations on Christmas Eve this year compared with 2023.

Ms Matthews said: “We see the shops are full of people all the way up to Christmas Eve, so they’ve probably got a couple of good days of food, goodies, everything that they need, and they don’t really need to go out again until later on in that week.

“We did see that big boost on Christmas Eve. It looks like shoppers may have concentrated much of their spending in that pre-Christmas rush.”

Many online sales kicked off between December 23 and the night of Christmas Day and “a lot of people would have grabbed those bargains from the comfort of their own home”, she said.

A member of staff at Selfridges prepares for the store's Boxing Day sale — A member of staff at Selfridges in London’s Oxford Street prepares for the store’s Boxing Day sale (Jordan Pettitt/PA)

She added: “I feel like it’s becoming more and more common that people are grabbing the bargains pre-Christmas.”

Footfall is expected to rise on December 27 as people emerge from family visits and shops re-open, including Next, Marks and Spencer and John Lewis that all shut for Boxing Day.

It will also be payday for some as it is the last Friday of the month.

A study by Barclays Consumer Spend had forecast that shoppers would spend £236 each on average in the Boxing Day sales this year, but that the majority of purchases would be made online.

Nearly half of respondents said the cost-of-living crisis will affect their post-Christmas shopping but the forecast average spend is still £50 more per person than it was before the pandemic, with some of that figure because of inflation, Barclays said.

Shoppers on Oxford Street, London, during the Boxing Day sales (PA)

Amid the financial pressures, many people are planning to buy practical, perishable and essential items such as food and kitchenware.

A total of 65% of shoppers are expecting to spend the majority of their sales budget online. Last year, Barclays found 63.9% of Boxing Day retail purchases were made online.

However, a quarter of respondents aim to spend mostly in store – an 11% rise compared with last year.

Karen Johnson, head of retail at Barclays, said: “Despite the ongoing cost-of-living pressures, it is encouraging to hear that consumers will be actively participating in the post-Christmas sales.

“This year, we’re likely to see a shift towards practicality and sustainability, with more shoppers looking to bag bargains on kitchen appliances and second-hand goods.”

Consumers choose in-store shopping largely because they enjoy the social aspect and touching items before they buy, Barclays said, adding that high streets and shopping centres are the most popular destinations.