UK consumers are set to spend £3.6 billion during the Boxing Day sales this year, with nearly half of sales shoppers (49%) planning to follow tradition and head in-store, according to new data from the Barclays Consumer Spend report.

The average shopper has increased their budget by £17 compared to 2024. However, fewer consumers are expected to take part, with 26% planning to spend on Boxing Day this year, down from 28% in 2024, according to Barclays’ research of 2,000 UK shoppers.

Total spend during this year’s Boxing Day sales is forecast to reach £3.6 billion, down from £4.6 billion in 2024 and £4.7 billion in 2023, as seven in 10 consumers (69%) say cost pressures will impact their spending this year, up from 47% in 2024.

Nearly half (44%) say they plan to shop at some point during the Christmas sales period, with January emerging as the most popular sales window, chosen by 89%.

“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,” commented Karen Johnson, Head of Retail at Barclays.

In-store shopping stays strong

In-store shopping remains a Boxing Day tradition for many sales fans, with half (49%) planning to visit physical stores. However, quality time with family remains a priority, with nearly a quarter (23%) of respondents saying Boxing Day should be enjoyed at home with friends and family, 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%), while AI continue to transform how shoppes will seek out deals. Two in five (37%) say they use AI when shopping, rising to more than half (53%) for those aged 18-34.

For many, the technology provides reassurance and efficiency; 72% say it saves time by narrowing down the best deals, while two thirds (65%) trust AI to help find discounts. However, half of shoppers (50%) are concerned that AI tools 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%, following subdued spending in the category in 2025. Food and drink (27%), beauty products (20%), homeware (20%) and discounted Christmas items (19%) ranked next.

However, amid ongoing growing cost-of-living concerns, a quarter of consumers (25%) say they will only purchase essentials during the sales. Among those shopping for beauty and skincare, 45% plan to stock up on go-to products at lower prices, while 33% will be seeking premium beauty brands at a discount.

“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,” Johnson added.