Barclays expect shoppers to spend '£3.6 billion' in Boxing Day sales

• The average Boxing Day shopper plans to spend £253, up from £236 in 2024, yet fewer will be taking part this year due to cost-of-living pressures
• Across the full festive sales period, the vast majority of sales shoppers – 97 per cent – plan to do at least some of their deal hunting in-store
• Two in five sales shoppers say they use AI and other smart tools to compare prices and find the best deals
• The Barclays Consumer Spend report combines hundreds of millions of customer transactions with consumer research to provide an in-depth view of UK spending

New data from the Barclays Consumer Spend report reveals that UK consumers are expecting to spend £3.6 billion in the Boxing Day sales. The average shopper has increased their budget by £17 compared to 2024, yet fewer consumers will be taking part – 26 per cent plan to spend on Boxing Day this year, down from 28 per cent in 2024.Those shopping are embracing AI and other smart tools in their hunt for deals, while also demonstrating renewed enthusiasm for the experience of shopping in-store.

UK shoppers are set to spend £3.6 billion during this year’s Boxing Day sales, less than the £4.6 billion predicted in 2024 and £4.7 billion in 2023. The drop is likely due to cost-of-living concerns, as seven in 10 (69 per cent) say cost pressures will impact their spending this year, up from 47 per cent in 2024.

Retail’s Golden Quarter, which includes popular shopping events like Black Friday, Cyber Monday and the post-Christmas sales, has long been a popular moment for consumers to pick up a bargain. Nearly half (44 per cent) say they plan to shop at some point during the Christmas sales period, and for this group, the January sales are the most popular time to shop, chosen by 89 per cent.

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In-store shopping stays strong In-store shopping remains a Boxing Day tradition for many sales fans, as half (49 per cent) of those who will browse the Boxing Day sales plan to visit shops in-person.

Those hitting the high street say they prefer to see and touch items before they buy (42 per cent), that they like the human interaction (27 per cent) and that they view the sales as a nice Christmas activity (26 per cent). Shoppers say they would be even more inclined to visit the shops if they were offered in-store-only discounts (29 per cent), easier access (24 per cent), or free items with purchases (21 per cent).

However, quality time with family is still a priority; 23 per cent say Boxing Day should be enjoyed at home with loved ones, rather than spent shopping. Convenience is key with online shopping and AI tools Despite the nostalgic and experiential appeal of brick-and-mortar retail, online shopping remains the preference for two in five (40 per cent), and AI is transforming how people seek out deals online.

Two in five (37 per cent) say they use AI and/or smart tools when shopping, rising to 53 per cent for those aged 18-34 (53 per cent). These shoppers are turning to AI and smart tools to research products (43 per cent), compare prices and deals (34 per cent), generate gift ideas (31 per cent) and set up personalised alerts (25 per cent).

For many, the technology provides reassurance and efficiency; 72 per cent say it saves time by narrowing down the best deals, while two thirds (65 per cent) trust AI to help find discounts. However, half (50 per cent) worry that AI tools may encourage overspending.

Fashion tops wish lists for third consecutive year Clothes, shoes and accessories are at the top of shoppers’ wish lists this year, chosen by 37 per cent, after the category saw subdued spending in 2025.

Food and drink (27 per cent), beauty products (20 per cent), homeware (20 per cent) and discounted Christmas items (19 per cent) ranked next.

Winter sales shopping lists
Clothes, shoes & accessories	37%
Food & drink	27%
Beauty & skincare	20%
Homeware	20%
Discounted Christmas items	19%
Technology	18%
Kitchen electronics	15%

However, in light of growing cost-of-living concerns, a quarter (25 per cent) will only buy what they consider to be essentials in the sales. For those shopping for beauty and skincare specifically, 45 per cent will use the sales to pick up their go-to products at lower prices, while 33 per cent will be searching for premium beauty brands at a discount. Karen Johnson, Head of Retail at Barclays, said, “Shoppers have demonstrated just how cost-conscious they are throughout 2025, and we expect that we’ll see this play out during the Boxing Day sales, particularly with AI empowering consumers to shop smarter and seek out the best deals.

"Despite this, many still enjoy the social and sensory experience of visiting stores. Those that do hit the high street might benefit both from bigger budgets, perhaps having held out for the sales, and potentially less competition, from fewer sales shoppers.

“Boxing Day is still a pivotal moment for retailers, fuelled by Christmas nostalgia, but it has evolved to reflect modern consumer demands. This year, we’re likely to see a balanced blend of online convenience, experiential retail and increasingly mindful purchasing.”