Sales mayhem as hundreds queue to snap up Boxing Day bargains at Bicester Village – bucking the development as different buyers keep residence and store on-line
Thousands of Boxing Day bargain hunters caused mayhem at a top designer outlet as they flocked from across the country to bag bumper deals.
Frenzied scenes erupted across Bicester Village, in Oxfordshire, as hordes of shoppers joined huge queues to snap up some of the site’s biggest discounts ever.
Up to 70 per cent off is being offered by leading designer brands like Armani, Balenciaga, Tommy Hilfiger and watch company TAG Heuer – with more than 100 top offers available.
Bicester appeared to buck the national trend of people staying at home to shop online, with thousands of customers braving the chill to get the best bargains.
Scores of early risers caused chaos on the railways as they packed onto trains to flock to Bicester – with operators putting on extra services to accommodate them.
And at the shopping mall itself, miserable-looking punters were left waiting as winding queues spilled out into the car park, which was already full by 9am.
Inside the shopping complex it was just as frenzied, with tightly-squeezed crowds jostling outside stores as temperatures dropped to a low of 3C.
Locals living near Bicester said the scenes of chaos were among the worst they have seen so far – with similar numbers expected to attend today.
Massive Boxing Day queues were seen outside the Bicester Village designer outlet
Thousands lined up at the Oxfordshire retail outlet to bag discounts of up to 70 per cent
Bicester appeared to buck the national trend for Boxing Day sales attendance, which have seen the number of people taking to high streets dipping as more turn to online shopping instead
‘Live right next to this it’s miserable they all either push you out the way getting past or all cram onto the train at the station letting no one off mostly ends in fights. Bicester village needs to disappear for good,’ wrote one person on X after seeing the queues.
The mayhem proved too much for some shoppers, too, with one person tweeting: ‘Only a naive idiot like me decided to go to Bicester village for the first time on boxing day. It’s totally not worth it.
‘I’m not going back there especially on boxing day. My sanity is more important.’
While Bicester appeared packed, it was not the same for other parts of the UK, with retailers recording an average 4.9 per cent drop in footfall compared to 2023’s sales.
Jenni Matthews, marketing and insights director at MRI Software, said: ‘The decline in Boxing Day activity may reflect a shift in consumer behaviour, influenced by the ongoing cost-of-living crisis.
‘With footfall levels 18.1 per cent higher in all UK retail destinations on Christmas Eve this year compared to Christmas Eve last year, suggesting that many shoppers concentrated much of their spending in a pre-Christmas rush.’
Jenni added other retailers kicked off their Boxing Day sales online on Christmas Day, prompting shoppers to grab early bargains from the comfort of their own homes.
Meanwhile, big retailers like John Lewis, Marks & Spencer, Next and Aldi – opted to remain closed on Boxing Day, impacting visitor numbers to high streets.
More people are pictured queuing outside Bicester Village for its Boxing Day sales
Some were left stunned on social media by the queues at Bicester Village’s Boxing Day sales
Similar scenes of chaos were filmed at the Westfield, in London – which appeared full-to-the-brim with bargain hunters.
Shoppers trying to make their way through the jam packed mall could be seen piling onto to escalators clutching their discounted purchases.
But the scenes of chaos left people on social media stunned, with describing it a ‘hell on earth’, while another wrote: ‘My worst nightmare. Oh lord no way, consumerism at its peak.’
In Newcastle, eager shoppers could be seen patiently standing outside JD Sports on Northumberland Street yesterday before rushing into the store as soon as the shutters opened.
Many of the customers wrapped themselves in coats as they braved the cold to get their hands on goods discounted by up to 50 per cent.
People were also spotted forming an orderly line outside of Selfridges and Harrods in London, while huge snaking queues were seen inside Manchester’s Trafford Centre.
Pictures show how packed London’s Westfield shopping centre was on Boxing Day
Thousands of people flocked to Westfield in London to bag some Boxing Day bargains
Shoppers are seen entering JD Sports on Northumbrland street in Newcastle as soon as the shutters go up at 8am
Huge snaking queues have been spotted at the Trafford Centre Manchester this morning as shoppers eagerly awaited to cash in on the Boxing Day sales
Shoppers enter the Selfridges department store on London’s Oxford Street as doors open for the Boxing Day sales
Shoppers were predicted to splurge £4.6billion in the Boxing Day sales, equating to an average of £236 a person.
But while that may seem excessive, this is actually a two per cent decrease compared with the overall spend last year, according to analysis published by Barclays .
The slump comes as retailers are reeling from Labour’s £25billion raid on employer National Insurance and an inflation-busting rise to wages.
Household names including Currys and B&Q have warned the tax hike will result in lower pay, fewer staff and higher prices.
Retailers will be hoping for a lucrative spending spree after figures last week painted a bleak picture of the festive period so far.
A survey from the Confederation of British Industry (CBI) showed sales declined for the third month in a row in December and that firms see no sign of improvement in January.
A shopper walks past a sale sing on Oxford Street, London, during the Boxing Day sales
Shoppers flood Oxford Street to make most of the Boxing Day sales
Shoppers wait in line for the start of the Boxing Day sales at the Harrods store in Knightsbridge, London
Two successful shoppers make their way along Oxford Street on Boxing Day
Some bargain hunters were even still wearing their pyjamas and dressing gowns as they were seen queueing outside Selfridges in London as early as 8am
Shoppers queueing outside Selfridges department store on London’s Oxford Street during the Boxing Day sales
Boxing Day queues gather at the Trafford Centre Manchester yesterday morning
One shopper seemed to get what he came for as he is seen walking down Oxford Street with several JD Sports bags
Snaking queues are seen inside the Trafford Centre in Manchester as shoppers look to cash in on the Boxing Day sales
Shoppers enter the Selfridges department store on London’s Oxford Street as doors open for the Boxing Day sales
People enter Selfridges on Oxford Street when it opens in London
Shoppers were spotted fuelling up on coffee while queueing up outside Harrods in Knightsbridge, London
The CBI found that sales this month were ‘poor’ for the time of year.
That is a blow for the High Street during the critical season ahead of Christmas – which is a ‘make or break’ time for many firms.
But in a win for retailers in the battle against online platforms such as Amazon, more people plan to spend money in shops than last year – with today expected to see a bigger turnout in the high street.
One quarter of those surveyed by Barclays intend to do the most of their shopping in a store – an 11 percentage point increase compared to last year.
Respondents put this down to wanting to see and touch items before they buy them and enjoying socialising while shopping.
And the cost of living is still looming large in consumers’ minds as more people are on the hunt for food and kitchen goods this year.
Karen Johnson, head of retail at Barclays, said: ‘Despite the ongoing cost-of-living pressures, it is encouraging to hear that consumers will be actively participating in the post-Christmas sales.
‘This year, we’re likely to see a shift towards practicality and sustainability, with more shoppers looking to bag bargains on kitchen appliances and second-hand goods.’
