Boxing Day Statistics 2020

Which brand received the most search traffic from UK shoppers during one of the biggest retail days of the year?

While most of the UK has been forced to stay home due to government restrictions, bargain hunting Brits have yet to relent their shopping efforts online. This past weekend saw one of the UK’s largest shopping events take place after Christmas, as Boxing Day sales began.

COVID’s impact has seen online shopping become more of the norm, with search traffic bearing more weight than it has in prior years – but which brand managed to beat its daily average over this past Boxing Day weekend? We’ve done some analysis on the search figures to find the brand that outperformed itself more than others, as well as which brand failed to meet its own standards at all.

Key statistics

1. Amazon failed to surpass its own daily average this Boxing day weekend. While the retailer accumulated over 3 million search visits on average from Saturday till Monday, this figure is still 10.95% less than the average number of daily visits the brand has been getting over the past six months.
2.Overall, the daily average over Boxing Day weekend for the brands in our sample only made up 21% of their six month average. A slight fall from Black Friday’s daily average, which made up 37%.

Boxing Day 2020: Which brand won at search?

Retailers 6 month daily average Boxing Day weekend Daily average % change from 6 month Daily average to Boxing Day weekend Daily average
Superdry 18,159 39,122 115.44%
House of Fraser 34,620 73,654 112.75%
JD Sports 54,884 111,430 103.03%
Debenhams 87,219 176,524 102.39%
Curry's PC World 305,189 560,084 83.52%
River Island 28,294 51,505 82.04%
Ann Summers 6,029 10,247 69.95%
John Lewis 351,995 586,791 66.70%
Next 157,105 252,385 60.65% 79,525 125,780 58.16%
Marks and Spencers 212,085 313,499 47.82%
New Look 48,190 70,805 46.93%
Lovehoney 11,149 16,325 46.42%
Lakeland 20,430 29,281 43.32%
I Saw It First 8,539 12,045 41.06%
TK Maxx 56,077 78,864 40.64%
Argos 454,426 635,862 39.93%
Dorothy Perkins 13,254 18,065 36.30%
Dunelm 106,683 142,461 33.54%
Boots 142,231 182,324 28.19%
Sports Direct 115,462 136,921 18.59%
Superdrug 61,075 72,038 17.95%
Waitrose 61,483 72,512 17.94%
MONKI 21,552 24,308 12.79%
Topshop/Topman 44,257 47,119 6.47%
Pretty Little Thing 40,364 42,949 6.41%
Sainsburys 179,820 187,499 4.27%
Missguided 19,961 20,764 4.02%
ASDA 187,559 188,105 0.29%
Tesco 309,536 299,566 -3.22%
eBay 1,783,087 1,664,000 -6.68%
Littlewoods 13,901 12,678 -8.80%
Amazon 3,547,750 3,159,333 -10.95%
Boohoo 104,305 91,517 -12.26%
Ocado 51,595 42,973 -16.71%

To understand which brand ‘won’ at search this Boxing Day weekend, we collected the search traffic figures over the last six months for a sample of various retailers to calculate a general daily average. This figure was then compared with the daily average over Boxing Day weekend to see which brands managed to double, or even triple their own daily search visits from December 26th – 29th. Ultimately, our measurement of success dials down to which brand outperformed itself by the highest percentage.

Interestingly, Superdry takes the crown. The clothing company accumulated 39,122 daily search visits on average over Boxing Day weekend, a whopping 115% increase from their six month daily average of 18,159 visits. The retailer also managed to garner a 15% increase in search visits from its daily average over this past Black Friday weekend.

House of Fraser comes in second place. The department store accumulated a daily average of 73,654 search visits over Boxing Day weekend, beating its own six month average by almost 113%. Third on the winning list is JD sports, managing to achieve more than double its six month daily average with 111,430 daily search visits on average over Boxing Day weekend. Debenhams and Curry’s PC World round up the top five retailers who won at search this Boxing Day weekend. Both brands also managed to just about double their six month daily averages. Average daily search visits to Debenhams increased by 102.39% over Boxing Day weekend, while Curry’s PC World experienced an uplift of 83.52%.

Boxing Day 2020: Which brands didn’t perform as well?

Ocado is at the bottom of our list, as the online food supplier experienced the biggest drop from its own six month daily search average over Boxing Day weekend. Over the past six months, Ocado had an average of 51,595 search visits per day, however, over Boxing Day weekend this number slipped by 16% to 42,973. Surprisingly, Boohoo and Amazon also join Ocado in the failure to meet their own six month standards. From December 26th – 29th, Boohoo garnered an average 91,517 search visits per day – but this is a reduction of over 12% from its six month daily average of 104,305. Similarly, Amazon also experienced an almost 11% slip from its six month daily average of 3.5 million visits.

Boxing Day 2020: Search volume by retail sector

Retail sector Average daily visits over the past six months Average daily visits over Boxing Day weekend % change from 6 month Daily average to Boxing Day Daily average
Department Stores 157,945 278,990 76.64%
Fashion 28,341 44,785 58.02%
Sex and health 53,137 69,632 31.04%
Sport 62,835 95,824 52.50%
Food 186,193 186,728 0.29%

We grouped the brands in our sample by similar niches and narrowed them to the top three per sector that outperformed themselves by the largest percentage over Boxing Day weekend. To understand how each sector performed, we compared the average Boxing Day and six month baseline figures, and used these numbers to conclude which retail sector took the crown.

From our sample, five main sectors emerged: Department stores, Fashion, Food, Sportswear and Health. At the bottom of the list was Food, the sector managed to achieve just 0.29% more than its six month daily search average – with the highest performing brands being Tesco, Waitrose and ASDA. Following from Food was Sex and Health, in the second lowest spot. Daily search visits to the brands in this section, which included Lovehoney and Boots, were up to 31% of their six month average. Third in the list is Sportswear, which made up over 52% of its six month average in daily visits.

The average daily search visits to the brands in the Fashion section accumulated to almost 60% of their six month average. Included in the highest performing brands of this sector were New Look and River Island. Interestingly, findings depict River Island as a clear underdog this year, having been one of the only brands in our sample to actually make up over 80% of its daily search visits over the past six months. The brand also experienced an increase in search from Black Friday weekend, one of the few to do so, rising by 8%.

This leaves the glorious Department stores, taking first place as the sector that managed to garner the highest amount of average daily search visits in relation to their six month average. With the likes of John Lewis and Debenhams included in this sector, findings show that the daily average over Boxing Day weekend for department stores reached 278,990.

Boxing Day 2020: How does Boxing Day weekend compare to Black Friday weekend?

Retailers 6 month Daily average Black Friday weekend Daily average Boxing Day weekend Daily average % change between Black Friday average and Boxing Day average
Pretty Little Thing 40,364 122,045 42,949 -65%
Boohoo 104,305 185,986 91,517 -51%
Topshop/Topman 44,257 90,590 47,119 -48%
Littlewoods 13,901 20,397 12,678 -38%
Missguided 19,961 31,509 20,764 -34% 79,525 190,168 125,780 -34%
Dorothy Perkins 13,254 26,148 18,065 -31%
Ann Summers 6,029 13,827 10,247 -26%
Lakeland 20,430 39,064 29,281 -25%
Boots 142,231 240,460 182,324 -24%
Amazon 3,547,750 4,151,000 3,159,333 -24%
Debenhams 87,219 227,143 176,524 -22%
Argos 454,426 807,499 635,862 -21%
New Look 48,190 85,829 70,805 -18%
John Lewis 351,995 709,812 586,791 -17%
Ocado 51,595 51,964 42,973 -17%
Superdry 18,159 46,067 39,122 -15%
TK Maxx 56,077 92,073 78,864 -14%
ASDA 187,559 219,565 188,105 -14%
Curry's PC World 305,189 642,658 560,084 -13%
Superdrug 61,075 81,987 72,038 -12%
I Saw It First 8,539 13,555 12,045 -11%
Sports Direct 115,462 152,820 136,921 -10%
eBay 1,783,087 1,854,750 1,664,000 -10%
Marks and Spencers 212,085 348,331 313,499 -10%
Lovehoney 11,149 18,133 16,325 -10%
MONKI 21,552 26,974 24,308 -10%
Waitrose 61,483 80,410 72,512 -10%
Tesco 309,536 328,548 299,566 -9%
Sainsburys 179,820 204,834 187,499 -8%
JD Sports 54,884 107,815 111,430 3%
House of Fraser 34,620 70,197 73,654 5%
Next 157,105 240,223 252,385 5%
River Island 28,294 47,823 51,505 8%
Dunelm 106,683 121,314 142,461 17%

Only five brands in our sample experienced an uplift in search traffic from Black Friday, and even so, the highest increase was only up to 17% – thanks to homeware and furniture retailer, Dunelm. Such an uptick can be attributed to the lockdown, and the nation’s increased time spent at home, especially in accordance with the fast growing need for a home office.

Numbers reveal that fashion brand, Pretty Little Thing, experienced the largest drop in average daily search traffic from Black Friday to Boxing Day – a 65% decrease, to be exact. Over Black Friday weekend, Pretty Little Thing made the highest cut of its search traffic baseline – in just one weekend, the brand accumulated average daily searches that amounted to 202.36% of its six month daily average. However, over Boxing Day weekend, that number slipped dramatically, as the average daily search traffic for the brand was at 6.41% of its baseline, one of the lowest in our list. Such a steep fall in search might be attributed to the brands controversial ‘Pink Friday’ sale in November, which saw some items on the site drop to as low as 35p. While, on Black Friday, Pretty Little Thing slashed prices by up to 99% – the Boxing Day sale has taken a much less dramatic turn this month, with shoppers contending with a 60% reduction instead.

Boohoo also experienced a 51% drop in average daily search traffic, and Amazon suffered a similar blow, with their average daily search traffic reducing by 24% from Black Friday weekend to Boxing Day weekend.

For all media enquiries, please contact

Matt Mckenna
UK communications manager
T: +44 20 8191 8806


  • We collected the search traffic figures over the last six months for a sample of various retailers to calculate a general daily average. This figure was then compared with the daily average over Boxing Day weekend to see which brands managed to outperform their own daily search visits from December 26th – 29th.
  • We performed a similar analysis on Black Friday weekend figures to draw a comparison and determine which brands did better in search traffic out of the two big shopping weekends.

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