The turkey has been devoured, the crackers have been pulled, and the big man has officially clocked off for the year. Once Christmas Day is done and dusted, Boxing Day is usually known for one thing: manic sales shopping.
But it is also a rather intriguing day for the property market.
With much of the country off work, people suddenly have time on their hands, and many turn their attention to moving home. Maybe it is the realisation that the dining room was not quite big enough for the whole family, or that the kitchen struggled to cope with a ten-person Christmas roast. Perhaps quiet moments of reflection on their living situations prompt people to visualise how different next Christmas could be. Or it may simply be the only day all year when busy lives slow down enough to think about looking for a property after the distraction of Christmas.
Whatever the motivation, Agents and sellers are savvy to the fact that Boxing Day is prime property scrolling time. It’s now become a strategy for many agents to hold back listings and launch them on Boxing Day. We see this reflected in the new property listing figures for the day. When the Christmas TV shows become repetitive, conversations with family start to dry up and thoughts turn to a fresh start in the new year, people look to property portals. Listing on Boxing Day means getting in front of buyers right when they are paying attention and booking viewings. It’s referred to as the Boxing Day ‘bounce’ – the annual surge in home browsing online between Christmas and New Year. Last year, Rightmove recorded the highest number of visits on Boxing Day since 2021 and reported that the number of enquiries sent to agents on Boxing Day 2024 was up 20% on Boxing Day 2023.
Our analysts reviewed levels of new instructions, relisted properties and sales agreed on Boxing Day. What stands out most is supply. Boxing Day listings have been climbing for five consecutive years, pointing to a clear structural shift in seller behaviour and agent techniques.
As shown in the graph below, the volume of new instructions listed on Boxing Day has grown consistently year on year since 2020. In 2024 alone, new listings were up 19% on the previous year, with 14,125 listings coming to market on Boxing Day alone. Comparing this with the pre-pandemic year of 2019, Boxing Day 2024 recorded a 128% increase in listings. Back in 2019, just 6,208 properties were listed on the day.
New property listings signal decision-making. Before a move, households typically start budgeting for improvements, looking for inspiration and pricing clarity, and deciding what furniture and homeware will need replacing when they relocate.
The numbers suggest Boxing Day has become one of the earliest points at which homeware demand begins to form. Retailers need to engage with these homemovers before January hits, incorporating a homemover audience strategy alongside their usual January Sales plan. Brands that act during this window can influence choice, capture attention and get ahead of competitors. Missing it is missing the moment when demand begins to take shape.