Amazon brings forward Boxing Day sale to capitalise on Christmas Day shoppers

The large number of people who have been given Kindles, iPads and other e-readers or tablets for Christmas in recent years has led to an online rush on Christmas Day as people fire up their gadgets and download content, such as music or e-books.

Last year consumers spent £235 million online on Christmas Day, a rise of around 17 per cent on the previous year, after an estimated 1.33 million e-readers were given as gifts. Online spend is expected to rise to £307 million this Christmas Day, according to forecasts by Experian and IMRG. said that deals launching on Christmas Day will include clearance offers, reduced-price digital goods and limited-quantity ‘lightning deals’.

For example, it will offer up to 80 per cent off select Amazon ‘apps’, HD TVs reduced from £230 to £140, and 50 per cent off items such as desk lamps.

The retailer said that Christmas Day sales from its website have grown by 263 per cent over the last five years.

Xavier Garambois, vice president of EU retail at Amazon, said: “The digital revolution has certainly played a part in this growth and Christmas Day is our biggest day of the year for MP3 and Kindle Book downloads as many people are buying content for their new devices that they have just received.

“It’s not just digital items though. We are seeing purchases of everything from baby products to women’s clothing rapidly growing on Christmas Day. Many customers are shopping on Christmas Day in a way that has previously only been seen in the retail industry on Boxing Day.”

Christopher North, managing director at, said that digital products are “clear winners” on Christmas Day due to the “instant satisfaction” they give of being able to read or listen to them immediately.

Last Christmas, around one in 40 adults were given an e-reader like a Kindle over the festive season. YouGov said that a total of 1.33 million e-readers were sold over Christmas, around double the rate of the previous year.

Seven in ten Kindles were received by women, with people over the age of 55 twice as likely to have received an e-reader as people aged between 18 and 24.


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