Boxing Day sales: Australian retailers expect record sales despite Omicron fears

Despite fears of Omicron, Aussie retailers expect a record spend from shoppers over the Boxing Day sales. SEE WHAT DEALS ARE ON OFFER

Aussie shoppers are forecast to spend a record $21.1 billion in the post Christmas sales period, with $3.1 billion being splurged on Boxing Day alone.

And NSW shoppers will be right there in the thick of it, with local retailers expecting a nearly 10 per cent lift in sales on pre-pandemic levels.

Nationally, sales growth is expected to be 2.1 per cent higher than 2020 and 12.6 per cent up on 2019, according to the forecast data prepared by the Australian Retailers Association (ARA) and research firm Roy Morgan.

After nearly two years of constrained spending, sales of household goods are expected to be 19 per cent up on the 2019 post-Christmas period.

Lauren Madsen (left) and Bernadette Chapman (right) gear up for the Boxing Day Sales at Pacific Fair on the Gold Coast. Picture: NIGEL HALLETT

And wardrobes across the country are in for a refresh, with spending on clothing, footwear and accessories forecast to be 16 per cent higher than before the pandemic.

ARA CEO Paul Zahra said strong sales were expected despite the ongoing threat of Omicron.

“Retailers remain alert but not alarmed,” he said. “Safety and hygiene remain important protocols for businesses allowing consumers to shop with confidence. It’s important that shoppers follow the health advice and wear a mask.”

“For those who want to escape the crowds, a good alternative is to shop from the comfort of your own loungeroom – on your laptop or mobile phone,” Mr Zahra said.

The post-Christmas sales period goes for three weeks from Boxing Day, with shoppers urged to check opening hours on December 26 as they vary from store to store and state to state.

Mr Zahra said retailers were slashing prices in a range of product categories, from fashion to homewares and electronics,

“While people have been purchasing gifts for others in the lead up to Christmas, the Boxing Day sales are traditionally a time when people purchase things for themselves or their homes,” he said. “Like the Boxing Day Test, comfortable shoes and remaining hydrated are key to a successful outing.”

A spokesperson for David Jones said they expected more than one million customers through their doors on Boxing Day alone – even though a number of their Clearance period items went on sale online from Christmas Eve.

Australian Retailers Association chief executive officer Paul Zahra. Picture: Supplied

Myer’s Chief Customer Officer, Geoff Ikin. Picture: Supplied

The spokesperson said David Jones stores nationally were expected to sell more than a million men’s business shirts, 80,000 women’s dresses, 70,000 items of cookware and more than 150,000 sets of Lego during the Clearance period.

Myer are using limited-time discounts to lure customers into stores or online. On Boxing Day the department store is offering 40 per cent of Nine West, and 20 per cent off MAC and Benefit brands.

On December 26 and 27, customers can get 20 per cent off Veronika Maine and Sass & Bide, and 25 per cent off Marcs and David Lawrence brands.

Myer Chief Customer Officer Geoff Ikin said other offers would drop daily during the sale period.

“On Boxing Day alone, from sales both in-store and online, we expect to sell more than 20,000 sheet sets, 30,000 dinner sets, 122,000 towels, 52,000 T-shirts and 13,000 pairs of jeans,” Mr Ikin said.

Shopping in masks is the new normal. Nils Woffleben is pictured with his mum Karin at the Sydney Fish Markets checking out the lobsters. Picture: David Swift

Competition for the shopper dollar is expected to be fierce in the home and entertainment technology categories, with David Jones expecting to sell 55,000 gadgets and 60,000 small appliances, and Myer offering 40 per cent off the original price of selected Sony earphones.

The Good Guys is offering that quintessential 2021 must-have - a 75-inch hiugh-definition Samsung TV - for $1995.

The ARA forecast department store takings to be up 9 per cent on pre-pandemic levels.

Shoppers at David Jones/Bourke Street mall with shopping bags looking for bargains: Meg Anderson , Ella Finnis and Rachael Conway. Picture: Tony Gough

Melbourne bargain hunter Ella Finnis was keen to take advantage of the busy sales period to purchase products she has had her eye on.

Bumper crowds are expected to roll through the doors at some of Melbourne’s busiest shopping districts to snap up a Boxing Day deal.Dedicated bargain hunters are expected to line the entrance to department stores, Myer and David Jones, in Bourke Street Mall from 6am.

“We are excited to get back to the city and snap up some great deals in the Boxing Day sales this year,” Ms Finnis said.

“I was especially looking for a great price on the women’s fashion in Bec & Bridge and I couldn’t go past a new Dyson Supersonic hair dryer either.”

Originally published as Boxing Day sales: Australian retailers expect record sales despite Omicron fears