Quora Insights

Boxing Day Marketing Trends & Quora Audience Insights

Boxing Day is an annual holiday celebrated on the day after Christmas, December 26th. While it originated in the United Kingdom, it is now observed in various countries around the world, including Canada, Australia, New Zealand, and some parts of Europe. 

Boxing Day has historical roots in the tradition of giving gifts to the less fortunate. Nowadays, it is a time for relaxation, family gatherings, and shopping. Many people take advantage of the numerous sales and discounts offered by retailers on this day. Boxing Day is widely celebrated by people as a day to unwind, spend time with loved ones, shop, and enjoy the festive spirit that continues beyond Christmas Day.

The holiday season is considered the busiest time of year for the retail sector, with a surge in trade typically commencing around Black Friday, the day following Thanksgiving (in the United States), leading all the way up to Christmas and Boxing Day. Consumers are eager to find a bargain, especially during the holidays. 


Of Australians intended to spend money at Boxing Day sales in 2022


Of Australians will spend from $100 to $500 at the sales

$5 Billion

Estimated profit that Australian retailers made during Boxing Day sales, including retail and online sales

A recent representative Australian survey conducted by Savvy has revealed that over half of Australians planned on spending their leftover Christmas cash on Boxing Day sales in 2022. A survey conducted in 2022 by Statista revealed that the most popular category among Australian shoppers intending to purchase items during the Boxing Day sales was clothes and shoes, with over 62 percent of respondents indicating that they intend to buy these items during the sales. Over 25 percent of participants also intend to purchase electronics during the Boxing Day sales period.

The Boxing Day sales period is an important part of the Q4 cycle for both consumers and retailers. Consumers are hunting for the best tail-end holiday deals, and retailers are looking to hit their Q4 goals. Capitalizing on this opportunity is a crucial part of finishing the year strong and starting the new one off with success.

Boxing Day sales trends for 2023

What Santa doesn’t bring, Boxing Day will. With each year of Boxing Day shopping, experts anticipate that spending will continue to follow an increasing trend post-pandemic.


Share of Canadian consumers planning to spend $1,000 CAD or more on gifts

$1,480 CAD

Projected average holiday spend among millennials in Canada

In addition to door-crasher deals and promotions, recent trends show that consumers are also looking for other qualities in their purchases. Consumers are more and more focused on sustainability and responsibility, and are likely to purchase products that are greener, or come from companies that practice sustainability or support a cause. Likewise, consumers also value convenience, such as same-day shipping and delivery as well as an easy purchase process. A Boxing Day promotion has the opportunity to seal the deal by appealing to these different points.

Boxing Day advertising on Quora

Going beyond organic marketing, retailers can get extra exposure for their Boxing Day deals by making use of Quora’s network of over 400 million monthly unique visitors. Retailers can get their voices heard in organic discussions about Boxing Day, holiday shopping, and related topics on Quora.

Quora is where people come to share their experiences, recommendations, and insights about different deals, discounts, and products offered by retailers during Boxing Day and other holiday events. Quora offers advertisers a unique opportunity to reach influential consumers as they research holiday shopping options and make purchasing decisions.

Hot Boxing Day and retail topics on Quora





Online Shopping


Popular Boxing Day questions on Quora

How to run a successful Boxing Day Day ad campaign

Introducing a sample Quora Ad campaign you could run to give your Boxing Day promotion an extra boost. We recommend running one campaign in two phases.

Phase 1 – Awareness 

To build brand and product awareness in the lead-up to Boxing Days, we recommend running a week-long Traffic campaign using Broad Targeting. This configuration will promote your ads widely across Quora to get maximum impressions.

Format: Image Ad

Objective: Traffic

Audience: All genders, Canada

Additional Targeting: Broad targeting, all placements, mobile + desktop

Timeline: December 14–December 24

Pro-Tip: Make sure your message makes sense without the image. Certain placements on Quora are text-only, so Image Ads that win these placements will automatically convert to Text Ads.

Phase 2 – Boxing Day Promo

At the start of Boxing Day, swap out your creative for messaging that showcases your special promotion.

We recommend changing the creative—rather than setting up a new campaign—because Quora’s machine learning algorithm has already started optimizing the existing campaign over the last week.

Timeline: December 25-26

The 2023 Quora Holiday Guide

Looking to boost your business for the holidays? Get on the nice list with our 2023 Holiday Guide for seasonal marketing using Quora Ads. This guide includes holiday checklists and timelines, sample ad templates, and case studies showcasing how other brands have achieved success on Quora. Discover how to attract new customers and rack up holiday cheer this season.

Focus your Boxing Day campaign on what matters to Quora users

These are some of the most influential factors driving Quora’s audience to make online purchases:




Easy online purchase process


Quick delivery


Commitment to sustainability


Supporting a cause

Make Quora a part of your marketing plan

Including Quora in your Boxing Day marketing plans can expose your brand to a massive audience discussing and sharing their experiences, recommendations, and insights about these special sales events. This valuable user-generated content can help you understand customer preferences, gather feedback, and tailor your marketing strategies to better meet their needs, ultimately driving engagement and sales during Boxing Day and beyond.

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