Boxing Day ads that catch people with time and gift cards
Boxing Day shoppers are relaxed, on their phones and often holding gift cards or Christmas money. They aren't buying for someone else any more. They're buying for themselves.
How Boxing Day differs from Black Friday
Black Friday is a race between deals. Boxing Day feels slower. People are at home or on holiday, scrolling between family plans. The ad can take a moment to show the product properly, as long as the offer is still obvious.
The buyer has changed too. In December you were selling gifts. On Boxing Day people treat themselves, swap a present they didn't love, or spend a gift card. Speak to them directly.
In Australia, Boxing Day falls on 26 December, and in many years the public holiday moves to a weekday. In 2027, Boxing Day is a Sunday, with an extra public holiday on Tuesday 28 December in most states.
Nine Boxing Day ideas
The teaser
Run on Christmas Eve or Christmas night: 'Our sale starts tomorrow.' Builds a list of people waiting.
Early access
For your email list or followers first. Name it as a reward, not a trick.
Treat yourself
Hook: 'You bought for everyone else.' The product as a personal reward.
Gift card nudge
Hook: 'Got a gift card? Here's what to spend it on.' Only if you accept them.
Clearance
Show the products, the old and new price, and that stock is limited, if it really is.
Swap the dud gift
A light-hearted take on unwanted presents, ending on your product.
Summer use
Show the product in use over the holidays: the beach, the road trip, the backyard.
New year, new kit
Bridges to January for fitness, home and organising products.
Final hours
A short cut for the last day of the sale, with the end time on screen.
When to brief and launch
Early December
Brief the Boxing Day ads at the same time as your Christmas ads, so production isn't squeezed into the holiday week.
Christmas Eve to Christmas Day
Swap Christmas delivery ads for the teaser. Keep spend modest; the aim is to get noticed.
26 December onward
Launch the full set: treat-yourself, gift-card and clearance angles. Cut the weakest after the first days.
Making it without a holiday shoot
Nobody wants to film on Christmas Eve. Make the Boxing Day set in early December from footage you already own. Instant ads turn clips into captioned ads quickly. Batch variations give you several hooks for the same offer, so you can test which opening works best once the sale is live.
Our 2027 Australian marketing calendar has the holiday dates for next year, so you can plan the brief well ahead.
Questions, answered.
Should Boxing Day ads start before 26 December?
A teaser can. Many brands run a short 'starts tomorrow' ad on Christmas Day, then the full sale ads from 26 December.
Can I reuse my Black Friday ads?
You can reuse the structure, but change the hook and message. Black Friday ads sell deals to gift buyers; Boxing Day ads speak to people shopping for themselves.
How long do Boxing Day sales run?
That's up to each brand. Make sure every ad shows your real end date.