Post-Christmas deal seeking by price sensitive UK shoppers saw a 9.5% week-on-week boost to web revenues during the week after Christmas (w/c 25 Dec 2023 vs w/c 18 Dec), according to data from Wunderkind’s Marketing Pulse, which analysed over 91.2 million shopping journeys.
The traditional Boxing Day sales the day after Christmas delivered a significant 51% uptick in e-commerce sales compared to the week before.
Boxing Day sales growth in the UK is always evident but year-on-year Wunderkind’s analysis of its data shows a 39% year-on-year uptick in online sales.
The fact that some major UK stores, such as M&S, John Lewis and Next, chose to keep retail stores closed on Boxing Day to keep public holiday staffing costs down, and perhaps in the face of declining in-store interest, also no doubt drove traffic online.
Fashion items were the most popular category for online bargain seekers.
The day before – Christmas Day itself – also saw bigger traction than in previous years as UK consumers sought early access to discounts and deals.
Web revenues on 25th December went up 123% year-on-year, according to the vendor’s data. Wunderkind is a performance marketing solution provider that aims to help brands acquire and retain customers via better use of data.
Cost of living pressures are likely to be partly responsible for the deal-seeking behaviour evident in the UK over the holidays, as well as a general trend towards online rather than in-store shopping.
Commenting on the findings, Wulfric Light-Wilkinson, General Manager, International, at Wunderkind, said: “With consumers focused on making their budgets work as hard as possible this year, the data shows that many shoppers held off on Christmas spending in order to make the most of Boxing Day discounts.”
“On the flip-side, retailers will have been managing a fine balancing act between meeting consumer demand for deals, driving stock sell-through, and maintaining margins.”
“To ensure the value from this sales boost continues further into 2024, it’s vital that retailers continue to engage these consumers through personalised messaging year-round,” continued Light-Wilkinson.
“Re-engaging lapsed customers – including the ‘one hit wonders’ who purchase once, often during a sale period, and then vanish – is important, and, given rising new customer acquisition costs, may be a more efficient use of marketing spend.”
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