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6 Boxing Day marketing tips to boost sales (+ Examples)

Reading Time: 8 minutes

Do you avoid promotions for Boxing Day because you think consumers have had enough of the sales between Black Friday to Christmas?

If so, think again!

Boxing Day is a significant shopping event in many countries, and a traditional time for sales.

So, if you own an ecommerce business, it’s essential that you start paying attention to Boxing Day marketing and start planning how to get your audience to notice your deals.

And to help with planning your campaign, we’ve put together this guide that’s packed with Boxing day marketing tips.

Let’s get started.

Give your Boxing Day campaigns an email marketing boost for free with Omnisend.

What is Boxing Day for businesses?

Boxing Day is celebrated the day after Christmas (26th December) and is a major shopping event in over 20 countries around the world. It’s a part of the Holiday Season sales that are expected to hit over $957.3 billion in 2023 in the United States. Boxing Day is a particular favorite for apparel. In fact, 62% of respondents in a survey said that they intend to buy clothes and shoes on Boxing Day. The percentage of shoppers who want to buy electronics is much lower at 25%, followed by Beauty and homeware.

Survey results for respondents' Boxing Day shopping tendencies
Image via Statista

So, if you’ve got an apparel ecommerce business, Boxing Day presents a great opportunity to drive your sales up.

But who should your target customers be?

Over 83% of Gen Z shoppers intend to make purchases on Boxing Day. This is in stark contrast to Boomers—only 25% of them said in a survey that they were likely to buy during the upcoming Boxing Day and New Year sales.

Boxing Day marketing tips

If you intend to jump on the Boxing Day marketing bandwagon to boost your sales, here are some Boxing Day advertising tips that can help you make the most out of the event.

1. Start planning early

It’s important to have a solid Boxing Day marketing plan in place before the Holiday Season starts. The last thing you want is to brainstorm marketing ideas when Boxing Day is just days away. Start by defining your target market and then prepare your campaign strategy and related materials.

2. Choose the right products

Clothes and shoes are the go-to shopping option for many consumers on Boxing Day. So, it only makes sense to ensure that the products you choose fall in a similar category.

At the same time, Gen Z and Millennials are most likely to shop during the event, so you need to choose products that they’ll relate with.

3. Use email marketing

Boxing Day email marketing campaigns can be a great way to connect with your target audience on a one-to-one basis. Start by segmenting your email list so you can target your campaigns well. Then, create a hyper-personalized email campaign and send it out.

Consumers can relate to personalized emails which in turn can increase your conversion rate. To get the most out of the campaign, make sure you implement email marketing best practices that can ensure better open and click-through rates.

4. Don’t forget social media

Social media is another powerful tool for driving your Boxing Day sales. You can create short-form videos and image posts and share them on social media platforms like Instagram and TikTok.

It’s also a great idea to run paid Boxing Day ads to drive traffic to your ecommerce store. If you have an Instagram Shop, you can also create shoppable posts to boost your sales.

5. Launch omnichannel campaigns

When you’re launching your Boxing Day marketing campaign, you should consider turning it into an omnichannel campaign. This is because customers engaging with omnichannel campaigns spend 13% more.

The key is maintaining consistency in your messaging across channels and giving your customers a smooth transition as they interact with you on different platforms.

6. Leverage retargeting

Retargeting is a great way to win the attention of those who left your marketing funnel after showing interest. Use a mix of social media, search engines, and email retargeting to get those customers back. Consider  additional discounts to increase the chances of conversion.

Boxing Day email examples

Let’s now take a look at some of the best Boxing Day email marketing campaigns that you can take inspiration from.

1. Lora Jewel email marketing campaign

Lora Jewel is an ecommerce store that specializes in personalized gifts. And their Boxing Day email is a fine example of an email campaign done right. Note how the discount percentage is clearly highlighted in large font. The promo code is also placed neatly below it along with the expiry date.

Finally, the menu at the top helps receivers navigate to their desired category page, making the buying process easier. The email is devoid of any other elements that could distract from the message, which makes it very effective.

 Boxing Day email marketing campaign for Lora Jewel
Image via Milled

2. OROTON email marketing campaign

Oroton is an Australian luxury fashion company. This email clearly highlights the Boxing Day Sale and attracts attention through the word “SALE” in red. It also mentions the discount and explains that it’s valid in both store and online. The CTA is also added right below this.

The email has a simple design and communicates the core message effectively. The three category pages are also well targeted for each audience segment, which can speed up the buying process for the receivers.

Boxing Day email marketing campaign for Oroton
Image via Pinterest

3. J.Crew Boxing day sale

J.Crew is a popular clothing brand. They sent out this catchy email to announce their Boxing Day sale. The email packs a punch of humor with the graphic displaying a woman holding a box over her head. The image is also overlaid with text which states that the Boxing Day sale starts the very same day.

The email also mentions where the sale is active and clearly describes the offer in the form of free shipping and returns. Like others, there’s a menu at the top as well. This type of email can help you instantly hook the attention of your receivers thanks to the illustration and minimal text.

Email marketing campaign for J.Crew
Image via Pinterest

4. 500px Boxing day subscription email

500px is a photo discovery and selling platform. For the Boxing Day sale, they sent out an email to their subscribers mentioning their Boxing Day deal along with two CTAs. Note how the CTAs are well highlighted in red.

The email also explains the benefits of the offer with one-line descriptions. This is the sort of email you can use if you want to launch a Boxing Day sale for your service. It’s particularly helpful to state the offer right away if you don’t have multiple products or services on which the deal is active. This way, you can direct the email traffic directly to the respective product or service.

 Boxing Day email marketing campaign for 500px
Image via Pinterest
Create catchy email newsletters in a jiffy with Omnisend’s customizable templates!

5. Fossil Boxing Day marketing email

Fossil is well-known for its watches, handbags, and other accessories. In the below Boxing Day marketing email, the brand wishes their receivers a Happy Boxing Day and then announces the promotion clearly. They also mention that the discount is auto-applied in the cart, which makes things simpler for the buyers.

The email clearly mentions the deadline for the offer and provides links to category pages for men and women. The illustrations featuring the boxes with the Fossil logo make the email catchy too.

 Boxing Day email marketing campaign for Fossil
Image via Pinterest

6. Whistlefish product list email

Whistlefish is an online store that sells art products such as greeting cards. They adopted a unique approach for Boxing Day marketing. Note how their email has products listed in it. Recipients can directly head to the product page to buy them instead of having to browse through products on the website.

And for the rest, they’ve highlighted a 50% discount at the top of the email, which can nudge recipients to check out other products in their store too. Adopting such a discounting strategy works well for clearing stock of certain products.

 Boxing Day email marketing campaigns for Whistlefish
Image via Pinterest

7. TJC discount email

TJC sells jewelry and fashion accessories. For their Boxing Day sale, they sent out an email that highlights the event and the discount by placing them prominently in the email. The coupon code is displayed right below the banner and there’s free shipping to make the deal sweeter.

To ensure that the offer is targeted well, the email also mentions the segments on which the deal isn’t valid. This is a great way to improve customer experience as it spares them the trouble of checking the website only to find that their favorite products aren’t included in the offer.

 Boxing Day campaigns for TJC
Image via Milled

8. MECCA flash sale

MECCA is an Australian beauty brand. The below email works as a great component of Boxing Day marketing as it announces the flash sale and clearly specifies the discount. There are no distractions and the CTA pops out with its white color.

The email also taps into FOMO by mentioning the end dates for the offer and encourages recipients to act fast.

 Boxing Day email campaigns for Mecca
Image via Milled

Effective Boxing Day email subject lines

The way you design and present your Boxing Day emails matters, but the only way you can get readers to notice your offer is to get them to open your emails. And that’s where email subject lines come into the picture.

Compelling email subject lines can help boost your email open rates and increase the chances of driving sales.

To help you come up with subject lines for your campaign, we’ve put together this list of effective Boxing Day email subject lines. All of them have been tested by Omnisend’s email subject line tester.

Subject lineScore
Get 30% off on Boxing Day100%
Back in stock: John’s top picks!100%
50% off new trendy toys100%
10 exclusive dresses on sale now!100%
Brand new deals for boxing day!92%
Get the best boxing day deals!92%
Limited time Boxing Day discounts!92%
Shop now for Boxing Day savings!92%
Exclusive Boxing Day offers!92%
30% off all Boxing Day dresses92%

If you’d like to speed up the process of coming up with engaging subject lines for your Boxing Day marketing campaign, you can use our subject line generator as well.

Boxing Day vs. Black Friday

Like Boxing Day, Black Friday is another major shopping event.

Many brands would consider Black Friday to be their ultimate shopping event, and it’s expanded to occur across almost the entire month of November.

But here’s the thing—each event is different. And that difference will shape your Boxing Day and Black Friday marketing strategy.

While 48% of Americans intend to purchase clothes on Black Friday, 36% of them also want to buy consumer electronics. Shoes and accessories are the next on the priority list.

Boxing day vs. black friday strategy chart in America
Image via Statista

Additionally, two-thirds of consumers said that they wanted to get started with Christmas gift purchases on Black Friday. Only about 30% of them wanted to purchase things for self-gifting.

On the other hand, 48% of consumers said Boxing Day was their opportunity to save on items they were going to buy anyway.


Boxing Day is one of the most important days for businesses to drive sales and boost revenue. But you can only make the most out of it when you plan ahead of time and implement a solid marketing strategy with email, social media, and other channels.

Email, in particular, can play a major role in giving your sales a jump as they help you speak directly to your customers with timely, relevant offers.

The right email marketing tool can give your email campaigns the boost they need.
Edvardas Mikalauskas
Article by
Edvardas Mikalauskas

Edvardas is a Content Marketing Manager at Omnisend. Besides writing and editing all things marketing by day, Edvardas is also an avid tech geek and history buff by night.

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