Aussies enjoyed Boxing Day deals and spent almost 40% more than last year

An analysis of retail sales data from ecommerce marketing platform Omnisend has revealed a notable shift in consumer behavior during the Boxing Day sales period, with Aussies spending 40% more than a year before during the same period. 

Retailers using Omnisend also saw 22% year-on-year (YoY) increase in the number of online transactions between the 25th and 31st of December. The average order value has increased from 187 AU$ to 242.5 AU$. 

The data highlights that despite the rising cost-of-living around the world, Australians manage not only to keep their spendings stable, but increase them over holidays. 

Omnisend’s analysis also points to a significant change in how and when Aussies engage with Boxing Day sales. Traditionally associated with post-Christmas in-store bargains, the rise of ecommerce and early sale launches has transformed the shopping landscape. Increasingly, retailers are unveiling their Boxing Day offers before Christmas has started and many are also choosing to launch on Christmas Day itself.

This early sales strategy appears to be resonating with consumers. Data shows that 3pm on Christmas Day has become the peak time for shoppers to begin browsing for the best deals after they’ve finished their lunch and have a break until Christmas dinner. 

Greg Zakowicz, senior ecommerce expert at Omnisend, comments: “This post-holiday shopping season has been exceptionally fruitful for Australian ecommerce businesses.

“It seems like even in the challenging economic climate, retailers manage to build trust with their customers and surpass revenue expectations. 

“The growing tradition to associate Christmas with shopping is growing in Australia. In fact, Christmas Day was the best performing day for Australian ecommerce business between 25th and 31st December.

“This shows that people not only shop during Boxing Day, December 26th. They start looking for deals right at the Christmas tables! 

“It remains to be seen whether this will be reflected in a fall in the amount of in-store shopping taking place.

“The move towards earlier sales and online-first strategies is a smart adaptation to changing consumer habits. However, it’s crucial for retailers to balance this with personalized marketing and a focus on quality.