Boxing Week remains top sales event

Dec. 22, 2014, Toronto — An increasing number of Canadians are being tempted by heavily promoted Black Friday sales, but it’s Boxing Day, which has morphed into Boxing Week over the years, that gets the most attention, finds a survey by The NPD Group, a leading global information company.

Ninety per cent of Canadians are aware of Boxing Week, whereas 75 per cent are aware of Black Friday and 45 per cent of Cyber Monday. The rub is that although the awareness level for Boxing Week as a shopping event is high, not all plan to shop during the week. Only 55 per cent of all Canadians and 62 per cent of young adults, ages 18 to 24, plan to shop during Boxing Week. Twenty-five per cent of Canadians consider Boxing Week a time to avoid shopping.

Of Boxing Week shopping enthusiasts, it’s the deals and discounts that come to mind first for the majority (62 per cent) of consumers. And after the long holiday shopping season of buying gifts for others, 31 percent of shoppers think of Boxing Week as an opportunity to purchase something for themselves. Only 14 percent see the event as a time to shop online to avoid crowded stores.

Consumer electronics, small appliances, beauty products and fashion are popular buys during Boxing Week. According to industry analysts at The NPD Group, ultra high-definition TVs, wireless speakers, headphones, tablets, juicers and blenders, and gaming consoles will be among the hot consumer electronics and appliances this year. In terms of beauty and fashion, Boxing Week shoppers will spend on make-up, beauty gift sets, skin cleansing devices, facial creams, women’s jackets and blazers, men’s athletic pants, slippers, and kids’ sleepwear and outwear will be big sellers.

“Boxing Week is a Canadian tradition, and for many it’s as much a part of their holiday season as candy canes and egg nog,” says Sandy Silva, retail industry analyst at The NPD Group. “The week continues to be an important event for retailers both from the standpoint of generating sales revenue and selling out winter inventory.”