For many consumers around the world, Christmas is the main event of the holiday shopping season. But Boxing Day on December 26 is the encore.

According to data from MRI Software, in 2025, Boxing Day foot traffic was up 4.4% across all UK retail destinations, the strongest increase in 10 years.

Though Boxing Day has British roots, the thrill of a good deal knows no borders. Today, people all around the world celebrate Boxing Day, primarily those in:

The UK
Ireland
Australia
New Zealand
Canada
South Africa

Even if you’re a US-based brand, Boxing Day is a chance to reach shoppers in these markets and capture your share of their post-Christmas spend. Just make sure, if you’re using “Boxing Day” language and messaging (and you don’t necessarily have to), that you segment your audience by location before sending your Boxing Day marketing campaign.

Here are 5 Boxing Day marketing ideas to help you close out the year strong:

1. Treat your VIPs to something special on Boxing Day

Boxing Day is a good time to reward the customers who already showed up for you this holiday season. Tap into your customer data to see who's earned Boxing Day VIP treatment and what that should look like for them.

For example, with predictive analytics, you could create a segment of VIPs with high predicted lifetime value. Or if you want to get more granular, recency, frequency, and monetary value (RFM) analysis can help you identify your most frequent buyers, biggest spenders, and most recent purchasers.

That’s especially useful heading into Boxing Day, since a customer’s Christmas or Black Friday Cyber Monday (BFCM) activity is a fresh signal among your segments.

Once you’ve found your Boxing Day VIPs, you can offer:

Personalized premium picks for your highest spenders: Send an email, text or WhatsApp message, or push notification featuring what each VIP is most likely to buy next based on their purchase history. Give them a reason to add a little more to their cart with a free gift at each spending threshold.
First dibs for repeat buyers: Launch a 24-hour early access sale that opens before your general Boxing Day sale.
Bonus points for top loyalty tiers: Offer extra points on Boxing Day purchases, timed to nudge members toward their next reward before the year ends.

Boxing Day marketing example: Sukoshi Mart gives VIPs early access

K-beauty retailer Sukoshi Mart ties VIP treatment to app installs. In this Boxing Day marketing example, they give app users an hour of exclusive early access to sales, with a countdown timer to drive urgency.

The email also turns Boxing Day into more than a single moment. Daily flash deals drop at noon every day December 19–31, giving shoppers a reason to come back daily rather than browsing once and leaving.

Subject line: Boxing Day is HERE 🌟

2. Use customer data to rethink Boxing Day discounts

Many brands default to discounts on Boxing Day, but they’re not the only way to win shoppers' attention. You’ll likely want to personalize incentives based on whether or not someone paid full price or bought at all before Christmas.

Start with customers who shopped with you last Boxing Day, particularly those who bought from a product category you’re promoting again this year. You may want to determine your offer this year based on last year’s average order value (AOV). If shoppers spent around $50, for example, they might be willing to spend a little more if they get a free gift for spending $60.

BFCM engagement can also indicate who’s still in the mood for deals. Customers who clicked or purchased from your BFCM messages and left positive reviews, for example, may not need a steep discount to purchase on Boxing Day. Those who purchased from a steep discount but didn’t leave a review may respond better to a stronger incentive, like a bigger discount or free shipping.

An AI marketing agent can help you find relevant segments in your customer data and create targeted messages for each one. Here are some autonomous marketing prompts to try:

Early access based on last year’s spend: “Build a segment of customers who bought from us last Boxing Day and have since bought from the same category. Use AOV within the segment to guide this year’s offer, which should surpass last year’s AOV as a spending threshold by about 10%. Create a Boxing Day email and text message giving this segment early access to this year’s sale, positioned as a perk for returning customers, with a free gift with purchase that matches this year’s target AOV.”
Two offers based on BFCM reviews: "Segment customers who purchased during BFCM. Split them into those who left a positive product review and those who didn’t leave a review at all. For reviewers, create a Boxing Day email with a 10% discount. For non-reviewers, create a Boxing Day email with a stronger incentive, like a 40% discount, to bring them back.”

Boxing Day marketing example: Dermalogica rewards high-value carts with tiered free gift offers

In this Boxing Day marketing example, skincare brand Dermalogica gives shoppers a reason to spend a little more with tiered free gift offers tied to different order values. The offer rewards high-value carts without mentioning a discount. For shoppers comparing offers, getting something extra can feel like a better deal than paying less.

Subject line: Your Boxing Day Exclusive

Boxing Day marketing tip: If you want to try something similar, ask your AI marketing agent to identify customers whose usual AOV sits just below one of your free gift thresholds. Then, ask your AI agent to draft a Boxing Day email and text message highlighting what they could get by adding a little more to their cart.

3. Create personalized mystery boxes based on browsing history

Boxing Day has “box” right there in the name, so lean into it by creating personalized mystery boxes as product bundles built around what each

AI product recommendations can help you decide what goes in each mystery box for each shopper. AI recommendations use a

Then, rely on your customer data to decide how to reveal each mystery box offer. Channel affinity, for example, sends messages based on how each subscriber has interacted with your brand across email, text messaging, WhatsApp, etc., and ranks which channels are most likely to get their attention.

Here are several ways a snack brand might approach this strategy on Boxing Day:

Make WhatsApp part of the box-building process. Send a message with quick reply buttons asking, “Sweet or spicy?” Shoppers who choose sweet pick between chocolatey and fruity, while spicy shoppers choose between smoky and hot. Save their answers to their profile and combine them with past purchases to shape the final box.
Use RCS to make the mystery box shoppable. Send a swipeable carousel of snacks that could make it into their box, with product images, prices, and tappable buttons for more details.
Send an email that gives subscribers a taste of what’s inside. Promise 6 full-size snacks in one personalized box, while keeping the exact selection a surprise. Link to a short quiz where shoppers’ answers and purchase history help determine the box’s exact contents.
Follow up with a related offer on a different channel. If a shopper doesn’t engage with the first message, follow up on their second most preferred channel with a product clue, a partial reveal, or a last-chance reminder.

Marketing example: Happy Wax puts a personalized spin on mystery boxes

In this Boxing Day marketing example, home fragrance brand Happy Wax shows how a mystery box can turn a standard bundle into a more exciting unboxing experience. Rather than sending every customer the same fixed set of scents, Happy Wax randomizes the selection for every box, so no two orders are exactly alike.

The email also uses the moment as an up-sell opportunity for its wax warmers, since you need one to actually melt what’s inside the box.

Subject line: We upgraded our Mystery Box 🎁

4. Unwrap more Boxing Day sales with shoppers’ saved products

While they buy for friends and family over the holidays, many shoppers wishlist what they want for themselves. With Christmas Day behind them, Boxing Day could be their chance to buy from those lists.

A self-serve customer hub can help you capture those signals. With an account on your website, shoppers can save favorite products, revisit recently viewed items, and get personalized recommendations without leaving your store.

When that data lives in your B2C CRM in a unified customer profile, you can use it on Boxing Day to surface products shoppers have been eyeing and share discounts on items they’ve already saved.

Marketing example: Half Magic triggers personalized follow-ups from favorited items

Beauty brand Half Magic offers shoppers a personalized hub on their website where they can favorite products and manage rewards. When a customer favorites a product in their customer hub without buying, the brand sends a personalized abandonment flow to encourage them to follow through on a purchase.

Within a 90-day period, Half Magic saw 2x higher AOV from orders attributed to their customer hub.

Half Magic

Boxing Day marketing tip: For Boxing Day, you can use the same approach to trigger messages like these:

Sale alerts: Let shoppers know when something they favorited is eligible for your Boxing Day sale.
Price-drop reminders: Send a nudge when a saved product gets a bigger discount later in the sale.
Sold-out alternatives: Recommend similar products if the item they saved sells out.
Follow-up picks: Use favorited products to decide which Boxing Day products to feature in a follow-up email or text.

5. Answer Boxing Day shopper questions instantly with an AI customer agent

Boxing Day can be a particularly busy time for customer support. Shoppers want to know if a sale item is in stock or will arrive before New Year’s, and many are asking about returning or exchanging Christmas gifts, too.

An AI customer agent can answer questions around the clock, using your product and catalog data, shipping and returns policies, and customer data to make responses more useful and personalized. With autonomous service, the AI agent can resolve routine questions about Christmas returns, order status, and Boxing Day offers.

When your CRM has both marketing automation and customer service built-in, it’s easier to keep marketing and customer service in sync during Boxing Day. Let’s say a shopper requests a return on the boots they got for Christmas. You can set it up so that anyone with an open support ticket is suppressed from any marketing flows and campaigns, so they’re spared from more promotional Boxing Day messages while waiting on a refund.

Boxing Day marketing example: Nanuk’s AI customer agent recommends personalized products in real time

Protective case brand Nanuk uses an AI customer agent to help shoppers find the right products. “I asked it what case I would need for a rack mount of certain dimensions, and that little friend of mine suggested the correct model,” says Sophie Morin, director of digital marketing and ecommerce at Nanuk. “It’s a little scary how knowledgeable and efficient it is.”

Within a 90-day period, Nanuk’s AI customer agent resolved 84% of chat queries and 100% of product recommendation queries autonomously.

In this Boxing Day marketing example, Nanuk’s AI agent helps a shopper find Boxing Day sale items to use with a duffel bag they bought a few months earlier. The AI agent considers the customer's past purchases and active promotions, then surfaces 3 duffel-compatible products alongside a live 25% off promotion on bags.

Nanuk

Close out a great year this Boxing Day with Klaviyo

Boxing Day is a strong way to close out the sales year, but it’s also an opportunity to collect the customer data you need to personalize your marketing efforts in 2027.

Klaviyo B2C CRM can help you bring your Boxing Day strategy together with:

Composer: Tell Klaviyo’s built-in AI marketing agent what you want to achieve this Boxing Day, and let it build the campaign for you. AI handles segments, copy, channel selection, and timing, so you can get from idea to review-ready campaign faster.
Customer Hub: Give shoppers a personalized on-site hub to pick up browsing where they left off, with saved products, recently viewed items, recommendations, and Boxing Day offers all in one place.
Customer Agent: Answer shoppers’ questions in real time, 24/7, across email, text messaging, web chat, and WhatsApp, from product and stock questions to recommendations and returns. Each conversation also captures new customer data you can use later to make your marketing and recommendations more relevant.
Omnichannel marketing: Coordinate Boxing Day messaging across email, text messaging, mobile push, and WhatsApp, using AI-powered channel affinity to help reach each customer where they’re most likely to engage.

Power better customer relationships all year long with Klaviyo.