Rundle Mall was quiet on Sunday morning for the much anticipated Boxing Day sales, but has since picked up

A slower than usual start for Boxing Day sales was not unexpected, and while foot traffic has picked up the records are falling online.

A slow start to Boxing Day sales was put to retailers not offering as many morning incentives which would draw crowds to Rundle Mall and risk an outbreak, the retailers association says.

Thousands were expected to flock to Rundle Mall to snag a Boxing Day deal in the highly anticipated trading day – but the precinct was eerily quiet on Sunday morning.

Chief executive officer from the Australian Retailers’ Association Paul Zahra said South Australia was looking to hit its $1.36bn spending target on Boxing Day at 3pm Sunday.

Less “first in” offers were made by retailers in a bid to stop the spread of Covid during sales, Mr Zahra said.

“The majority of people shopped instore, but what we’ve seen is a record of online sales,” Mr Zahra said.

“That was partly because shopping instore is quite safe people are abiding by the regulations and wearing masks.”

Although figures were not finalised, he said shops had reported record “hourly reads” of online sales.

Foot traffic increased crowds trickled through Rundle Mall, Adelaide Economic Development Agency’s executive manager of marketing, Michael Rossi said.

“Numbers have steadily built over the day as South Australians took the chance to enjoy the sunshine and shop the sales,” Mr Rossi said

Boxing Day sales at David Jones, Rundle Mall 2021. Picture: Emma Brasier

A line formed out the front of the Myer Centre with about a dozen people around 8am Sunday, with the man first in line having been there since 6.30am.

“I missed out on being first last year, so I wanted to be first,” Justin Chan, 22, said.

“I was expecting to see more people but people don’t wake up this early.”

Mr Chan was hoping to buy a backpack, among other things in the sale.

Rundle Mall just after 9am on Boxing Day 2021. Picture: Dixie Sulda

Justin Chan and Sonia Nath are the first in line for the Myer Boxing Day Sales in Rundle Mall, SA. Picture: Emma Brasier

The morning lines were a far cry from previous Boxing Day sale events, with punters lining up from 5am to be first in store – with the smaller crowds likely due to the pandemic.

South Australia recorded 634 cases of Covid-19 on Saturday.

The line picked up after 8.30am, with almost 100 people out the front of David Jones, including the Mai family who were first in line, and had been there since just before 8am.

“We haven’t been going anywhere so we’ve got a lot of money to spend,” Belinda Mai said.

The Prospect family-of-four had a gift wish list, with Maddy, 10 hoping to get a new school bag and Bailey, 8 wanting a Chicago Bulls top.

Siblings Bailey Mai, 8, and Maddy Mai, 10, with their shopping list. Picture: Emma Brasier

But the Mai family had to stand aside and let Taylor Robinson through – the winner of the Rundle Mall social media competition.

Ms Robinson won express entry to David Jones, and a $250 voucher to spend instore.

“I’m possibly going to be looking at some clothes and bits and pieces like homewares,” Ms Robinson, 25, said.

The Adelaide woman was with her mother, Maria, who had travelled from Broken Hill for Christmas.

Taylor Robinson with her Mother Maria are the first in line for the David Jones Boxing Day Sales in Rundle Mall. Picture: Emma Brasier

“This is our first Boxing Day Sales,” Ms Robinson said.

“We will spend at least the morning here … I love shopping.”

The first 200 shoppers at David Jones received a $20 voucher to spend instore and a free coffee, while the first 100 shoppers at Myer received a voucher.

The union for retailers in SA, the SDA, said the State Government should not allow trading on Boxing Day.

“Opening on Boxing Day does not increase sales, it doesn’t put more money in workers pockets, it doesn’t create more jobs, it doesn’t create more hours for retail workers, it just shifts when people shop,” SDA secretary Josh Peak said.

Treasurer Rob Lucas said laws should not prevent businesses prepared to open, and workers prepared to work on public holidays.

“Obviously, we support the public health advice … the extended trading hours assists that,” Mr Lucas said.

“The fact that shops are open earlier and staying open longer assists in that people can spread out their shopping, and continue social distancing and stopping the spread of Omicron,” Mr Lucas said.