Boxing Day Shopping Declines 12.4%, Black Friday Takes Lead

New figures reveal a significant shift in retail spending patterns in New Zealand, with Boxing Day shopping experiencing a notable decline. In 2025, total spending on Boxing Day reached $51.2 million, reflecting a decrease of 12.4% compared to the previous year. This drop has resulted in Boxing Day losing its title as the most popular shopping day, now surpassed by Black Friday.

Data from the payment network Worldline indicates that non-food-related spending on Black Friday, which occurred on November 28, totaled $55.6 million. This figure underscores a growing trend where consumers are increasingly turning to Black Friday for their shopping needs, shifting the retail landscape in New Zealand.

Bruce Proffit, Chief Sales Officer at Worldline NZ, commented on the changing dynamics of post-Christmas shopping. He noted that Boxing Day has traditionally been a bustling day for clothing retailers, yet the recent figures suggest that consumer habits are evolving. Proffit acknowledged the historical significance of Boxing Day but emphasized the need for retailers to adapt to the changing preferences of shoppers.

The decline in Boxing Day spending may reflect broader trends in retail, where promotional events like Black Friday are gaining traction. As consumers become more accustomed to shopping deals offered during these sales events, retailers may need to rethink their strategies to maintain customer interest during the Boxing Day period.

While Boxing Day has long been associated with significant discounts and post-holiday sales, the recent data indicates a potential shift in consumer behavior. Retailers will need to assess how they can capture the attention of shoppers who may now prioritize Black Friday deals over traditional Boxing Day sales.

As the retail landscape continues to evolve, understanding these spending patterns will be crucial for businesses looking to optimize their sales strategies. The competition between major shopping days highlights the necessity for retailers to innovate and engage consumers effectively throughout the holiday season.