Thousands of bargain hunters braved near-freezing temperatures to queue for the Boxing Day sales across the UK today, creating frantic scenes at designer outlets and packed high streets. This comes despite a stark economic forecast predicting a significant drop in festive spending following Chancellor Rachel Reeves' Autumn budget.
Dawn Queues and Packed Streets as Shoppers Seek Bargains
At the renowned Bicester Village designer outlet in Oxfordshire, hundreds of people were filmed lining up hours before the doors opened for its annual Extraordinary Sale. The centre, popular with international tourists, offers discounts of up to 60% on luxury labels. Similar scenes unfolded in major cities, with Oxford Street in London heaving with crowds and shoppers queuing outside Primark in Birmingham city centre before opening time.
Despite the visible crowds, Barclays research indicates a contrasting financial picture for this year's post-Christmas sales. The bank predicts total spending will reach £3.6 billion on Boxing Day, which is a full £1 billion less than its projection for 2024. This downturn is set against a backdrop of a challenging economic climate that has left many households tightening their belts.
Spending Intentions: Higher Averages, Fewer Participants
Barclays' survey reveals a nuanced shift in consumer behaviour. While the average planned spend per shopper has risen to £253 from £236 in 2024, fewer people overall intend to participate. Just over a quarter (26%) of people plan to spend, down from 28% last year. Clothing, shoes, and accessories top shopping lists, followed by food, drink, and beauty products.
Notably, a quarter of those surveyed stated they would only purchase what they deem 'essentials' during the sales. Seven in ten people reported that cost pressures are affecting their spending, a sharp increase from 47% in the previous year's study conducted by Opinium Research.
The Rise of AI Shopping and Changing Traditions
The research also highlighted the growing role of technology in bargain hunting. Two-fifths of shoppers now use AI or smart tools to research products, compare deals, and generate ideas, with this figure rising to over half among 18–34-year-olds. While 72% said these tools save time, half expressed concern that they might encourage overspending.
Karen Johnson, Head of Retail at Barclays, commented: "Shoppers have demonstrated just how cost-conscious they are throughout 2025... we expect that we'll see this play out during the Boxing Day sales, particularly with AI empowering consumers to shop smarter." She added that the day remains pivotal but has evolved, blending online convenience with experiential retail.
Despite the tradition, almost a quarter of Brits believe Boxing Day should be spent at home with family instead of shopping. Meanwhile, destinations like Bicester Village continue to draw international appeal, particularly from Chinese tourists, and maintain their status as some of the world's most profitable retail spaces per square foot.
