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. Let’s take a look at how you can set your business up for success this Boxing Day.

What are the Boxing Day Sales?

Boxing Day Sales are a massive retail event held from 26th December each year, offering deep discounts and clearance deals across a wide range of products and industries.

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 instore?

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.

Why are the Boxing Day Sales popular?

Boxing Day Sales are a longstanding tradition around Australia, and they’re associated with great deals. This is only growing with the rise of online sale events – customers no longer have to queue up in crowded shops to find what they need. This convenience has attracted more shoppers to participate in the Boxing Day Sales.

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.

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.

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.