Retailers in Edmonton report that the traditional Boxing Day shopping frenzy has transformed, with consumers now seamlessly blending online research with targeted in-store visits. While the massive crowds and early morning lineups have diminished, stores still experience significant activity, particularly from shoppers who arrive with a clear idea of what they want after browsing deals digitally.
The New Boxing Day Routine: Research Online, Purchase In-Person
Store managers across the city observe that the classic Boxing Day chaos has eased. Ben Miller, manager at Source Snowboard and Skate on 17548 100 Ave., confirms a noticeable decline in foot traffic over the last decade. "With the online shopping where it is now, people tend to have an idea of what they want before they come in," Miller stated. This shift means customers often select items ahead of time online, making their in-store experience more efficient and purposeful.
The change accelerated after the COVID-19 pandemic, which permanently altered consumer behavior. The iconic morning lineups outside stores have largely become a thing of the past. If queues do form, they are shorter and rarely require waiting outside for hours in the cold.
Sales Strength Persists Despite Changing Habits
Despite the drop in day-of foot traffic, the overall financial impact for retailers remains robust. Ben Miller analyzed sales records and found that revenue during Boxing Week is on par with levels from a decade ago. "The day itself is a little down. We just make it up later in the week," he explained. Many stores, like Source Snowboard and Skate, have expanded their promotions from a single day to a full week of "Boxing Week" deals, spreading out the shopping activity.
On Whyte Avenue, Patrick Zubiri, a manager at Foosh (10544 Whyte Ave.), said his store continues to treat Boxing Day as a major annual sales event. "We still try to make it as a big event. We always name it as our 'infamous' Boxing Day deals," Zubiri said. However, he also noted that lengthy lineups are rare now, a trend that frigid weather forecasts—like the one for Friday, December 26th—can further discourage, pushing more shoppers toward sheltered malls or online storefronts.
The Evolution of a Holiday Shopping Tradition
Boxing Day, originally intended for discounting leftover holiday supplies, has long since expanded to cover all manner of retail goods. It was once a crucial day for deal hunters willing to brave enormous crowds. The rise of online shopping began to divert this foot traffic even before the pandemic, which then cemented the habit of digital browsing. Shoppers grew accustomed to tapping screens for deals rather than standing in physical lines.
Yet, the in-store experience hasn't vanished. A core group of dedicated shoppers still arrives for store openings on December 26th, valuing the tangible experience. The modern Boxing Day shopper in Edmonton is now a hybrid: armed with information, focused on specific items, and moving between digital and physical retail spaces with ease. This new pattern demonstrates the enduring appeal of a deal, even as the methods of finding and securing them continue to evolve.
