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See Features6 Boxing Day marketing tips to boost sales (+ examples)
Boxing Day, one of the biggest shopping events of the year after Christmas, offers the perfect opportunity to clear out any remaining holiday inventory. With a well-planned Boxing Day marketing strategy, you can create buzz around your products and maximize year-end sales opportunities.
Unlike the pre-holiday rush, Boxing Day shoppers often look for irresistible bargains or items they missed during the holiday season.
To capture their attention and drive sales, you must create a compelling marketing strategy highlighting your Boxing Day promotion.
In this post, we’ll explore six proven Boxing Day marketing tips to help you make the most of this shopping holiday.
By implementing these insights, you can achieve sales growth during the Boxing Day shopping frenzy. Let’s get right into it.
What is Boxing Day for businesses?
Boxing Day is celebrated on December 26 as a major global shopping event, particularly in Commonwealth countries. It’s a pivotal part of the holiday shopping season, contributing significantly to the forecasted $973 billion U.S. holiday retail sales for 2024 — an impressive 4.8% increase on last year’s value.

When it comes to Boxing Day shopping demographics, a recent survey of Boxing Day sales in Australia shows that Gen Z and Millennials continue to dominate. They make up 83% and 65% of the consumer group, respectively.
This is attributed to these consumer segments being drawn by exclusive online deals and last-chance holiday discounts. In contrast, older generations engage less, favoring traditional holiday timelines over post-Christmas splurges.
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 of the event:
1. Start planning early
It’s essential 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.
Begin by clearly defining your target market, then prepare your campaign strategy and supporting 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 the products you choose fall into 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 to.
3. Use email marketing
Boxing Day email marketing campaigns can be a great way to connect with your target audience on a more personal level. Start by segmenting your email list so you can effectively target your campaigns. Next, 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 to 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 even create shoppable posts to boost your sales.
5. Launch omnichannel campaigns
When launching your Boxing Day marketing campaign, consider making it omnichannel. This is because customers who engage with omnichannel campaigns spend 13% more.
The key is to maintain consistency in messaging across channels and ensure a smooth transition for customers as they interact with you on different platforms.
6. Leverage retargeting
Retargeting is a great way to recapture the attention of potential customers who left your marketing funnel after showing interest. Leverage a combination of social media, search engines, and email retargeting to get those customers back.
Consider additional discounts to sweeten the deal and increase the chances of conversion.
Boxing Day email examples
Let’s now look at some of the best Boxing Day email marketing campaigns to spark your creativity and inspire your strategy:
1. Lora Jewel email marketing campaign
Lora Jewel is an ecommerce store specializing in personalized gifts. And its Boxing Day email is a textbook example of an email campaign done right.
Note how the discount percentage is clearly highlighted in large font, and the promo code is placed neatly below it with the expiry date.
A simple navigation menu at the top allows recipients to explore their desired product categories effortlessly, streamlining the shopping experience. By avoiding unnecessary distractions and keeping the focus sharp, this email achieves maximum impact with its clean and purposeful design:

2. OROTON email marketing campaign
Oroton, an Australian luxury fashion company, nails its Boxing Day email strategy with a sleek and practical design. The word “SALE” in red immediately grabs attention to emphasize the Boxing Day promotion. The discount details are clearly outlined, reassuring customers that the offer applies both in-store and online. To drive action, the CTA button is strategically placed right below.
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 customers:

3. J.Crew Boxing Day sale
J.Crew is a popular clothing brand that sent out this catchy email to announce its Boxing Day sale. The email packs a punch of humor with the graphic of a woman holding a box over her head and text overlaying to announce that the Boxing Day sale starts the very same day.
It also clearly highlights the sale details, like free shipping and returns, and specifies where the sale is active. Like others, the email includes a top menu for easy navigation. This engaging combination of visuals and minimal text helps capture attention quickly and effectively:

4. 500px Boxing Day subscription email
500px is a photo discovery and selling platform that sent out a compelling email to its subscribers promoting its Boxing Day sale. The email clearly highlights the deal and includes two prominent CTAs in red, drawing attention and encouraging immediate action.
The email also explains the benefits of the offer with one-line descriptions. This approach works well if you’re launching a Boxing Day sale for a service, especially when you have a single product or service featured in the deal. By stating the offer clearly from the start, you can drive email traffic directly to the relevant product or service, streamlining the customer journey:

5. Fossil Boxing Day marketing email
Fossil is well-known for its watches, handbags, and other accessories. In the Boxing Day marketing email below, the brand wishes its receivers a Happy Boxing Day and then clearly announces the promotion. It also mentions that the discount is auto-applied in the cart, which simplifies things 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:

6. Whistlefish product list email
Whistlefish is an online store that sells art products such as greeting cards. For Boxing Day marketing, the brand adopted a unique approach. Note that its email lists products. Instead of browsing through products on the website, recipients can directly go to the product page to buy them.
And for the rest, a 50% discount is highlighted 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:

7. TJC discount email
TJC sells jewelry and fashion accessories. For its Boxing Day sale, it sent an email highlighting 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 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:

8. MECCA flash sale
MECCA is an Australian beauty brand, with the email below perfectly showcasing Boxing Day marketing. It announces the flash sale and clearly highlights the discount, with no distractions. The CTA stands out with its bold white color, making it impossible to miss.
The email also taps into FOMO by mentioning the end dates for the offer and encourages recipients to act fast:

Effective Boxing Day email subject lines
How you design and present your Boxing Day emails matters, but the only way to 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 craft 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 line | Score |
Get 30% Off On Boxing Day | 100% |
50% Off New Trendy Toys | 100% |
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 Dresses | 92% |
Back In Stock: John’s Top Picks! | 92% |
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 here.
Boxing Day vs. Black Friday
Like Boxing Day, Black Friday is another major shopping event.
Many brands consider Black Friday their ultimate shopping event, which has expanded to occur across almost the entire month of November.
However, 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:

Additionally, two-thirds of consumers said they wanted to start making Christmas gift purchases on Black Friday. Only about 30% 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.
How Omnisend can help with Boxing Day marketing
Omnisend is an email and SMS automation platform with omnichannel marketing capabilities to help you create impactful Boxing Day ads. Some of its features include:
Pre-built templates for Boxing Day email and SMS campaigns
Omnisend simplifies campaign creation with pre-built templates you can use for Boxing Day advertising. These templates are visually appealing, speed up email creation, and are optimized for conversions.
Here are the types of templates offered by Omnisend:

For example, this vibrant winter email template can be customized to announce your brand’s Boxing Day sale and promotions:

Similarly, an engaging SMS template can be used to highlight limited-time Boxing Day sales ideas like flash sales or early-bird discounts.
Automation workflows to maximize efficiency
Omnisend’s automation features are a game-changer in Boxing Day marketing. Use automated workflows to set up:
- Cart recovery emails for abandoned carts
- Follow-up messages to remind customers about expiring deals
- Flash sale reminders to create urgency and boost conversions
These workflows are active 24/7, so you won’t miss any sale opportunities even during the busiest shopping periods. You can also create personalized campaigns that segment audiences by purchase behavior to increase the relevance of your Boxing Day ads.
Advanced analytics for data-driven decisions
Omnisend provides advanced analytics tools to help monitor your Boxing Day sales performance. Track open rates, click-through rates, and more.
The tool also allows A/B testing, so you can identify which elements of your Boxing Day discount emails drive the most engagement. These insights help improve your campaigns.
Looking for deeper insights into how to craft holiday emails that drive results? Check out this informative video:
Conclusion
Boxing Day is one of the most important days for businesses to drive sales and boost revenue. However, you can only make the most out of it when you plan ahead and implement a solid marketing strategy with email, social media, and other channels.
Email, in particular, can significantly increase sales by allowing you to speak directly to your customers with timely, relevant offers.
Boxing Day marketing: FAQ
Boxing Day planning should begin some months in advance, giving you enough time to analyze trends, set goals, and design your campaigns. Early preparation also helps you secure inventory and ensure your strategy aligns with customer needs, enabling you to create compelling offers.
Flash sales and percentage-based discounts often work best for Boxing Day marketing because they provide significant savings, which shoppers typically expect. Tiered discounts, such as “Spend $100, get $20 off,” also encourage higher cart values. To take it up a notch, you can also offer exclusive deals or early-bird discounts for loyal members.
To measure the success of your Boxing Day marketing campaigns, focus on key performance indicators (KPIs) like sales revenue, website traffic, conversion rates, and customer engagement metrics. Then, you can compare these figures to your goals to see if you were able to achieve them. Also, compare the revenue generated against other promotional periods.
Some common Boxing Day marketing mistakes businesses commit include:
— Starting too late, as rushed campaigns often lack focus and miss customer expectations
— Unclear messaging, which can confuse shoppers and hurt conversions
— Offering discounts that aren’t competitive
— Ignoring mobile users
— Overpromising and underdelivering, which can damage your brand reputation
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