Boxing Day delay suggests Aussies are more deals- than days-driven

Celene Ignacio

19th Jan 2024

Boxing Day week’s digital sales significantly rose as Australians increasingly became keen for the best deals, according to software company Wunderkind.

Web revenue during the week from Boxing Day last year rose 29 per cent compared to the previous week.

Boxing Day accounted for 20 per cent of the week’s web revenue with December 27 accounting for 23 per cent.

Wunderland’s research showed that 67 per cent of Australians label themselves as sale-savvy, with 50 per cent saying they only shop when there are active deals or sales.

In addition, 33 per cent said they prioritise price over quality while 12 per cent give more emphasis on promotions or price markdowns.

“With consumers focused on making their budgets work as hard as possible, the data shows many shoppers held off on Boxing Day spending, ensuring they were receiving the best deals available,” said Wunderkind Australian country manager Jamie Hoey.

“With consumers focused on making their budgets work as hard as possible, the data shows many shoppers held off on Boxing Day spending, ensuring they were receiving the best deals available.”

Australians were expected to spend $1.25 billion on Boxing Day and $23.9 billion during the entire sales period ending January 15.