How to Run a Boxing Day Sale for Online Courses and Memberships: A Complete Guide

Black Friday's over. Cyber Monday came and went. But here's what most course creators miss: there's another massive shopping day happening December 26th, and your audience is ready to spend on themselves.

That means your course, membership, or coaching program is exactly what they're looking for.

This guide walks you through everything you need to run a successful Boxing Day sale, from timing and pricing to messaging that converts without feeling pushy.

What Is Boxing Day and Why It Matters for Course Creators?

Boxing Day falls on December 26th and originated in the UK as a holiday when wealthy families gave boxes of gifts to service workers. Today, it's evolved into one of the biggest retail shopping days of the year, second only to Black Friday in many markets.

For creators, Boxing Day offers three distinct advantages:

Self-purchase psychology: People spend their Christmas money and gift cards on personal development. They're not shopping for others anymore, they're investing in themselves and their goals for the new year.

Lower competition: While every brand floods inboxes during Black Friday, fewer businesses run Boxing Day promotions. Your emails actually get opened and read.

Perfect new year timing: Your audience is thinking about transformation, goal-setting, and fresh starts. A course or membership fits perfectly into that mindset.

The data backs this up. Boxing Day retail sees massive engagement, with discounts typically ranging from 30-70% across industries. And since digital products have no inventory limits, you can offer compelling deals without the logistical headaches physical retailers face.

Should You Run a Boxing Day Sale?

Boxing Day isn't right for everyone. Here's when it makes sense and when to skip it.

Run a Boxing Day sale if:

• You skipped Black Friday/Cyber Monday or want a second promotional push
• Your audience includes UK, Canadian, Australian, or European buyers (where Boxing Day is culturally significant)
• You're launching a new offer or founding member opportunity in early January
• You have an engaged email list ready to buy (even a small one)
• You want to end the year strong with a revenue boost before Q1

Skip Boxing Day if:

• You just ran an aggressive Black Friday campaign and your list needs a break
• Your audience is purely US-based and unfamiliar with Boxing Day
• You don't have time to plan properly (rushed promotions underperform)
• Your pricing strategy doesn't allow for discounting without devaluing your offer

The key is authenticity. If a Boxing Day sale feels forced or off-brand, your audience will sense it. But if you can position it as a genuine opportunity to help people invest in themselves post-holidays, it works beautifully.

The Complete Boxing Day Sale Timeline

4 weeks before (early December): Decide your offer, discount structure, and any bonuses. If you're bundling courses or creating a mini-course as a lead magnet, build it now.

2-3 weeks before: Write your email sequence (3-5 emails). Set up your sales page or checkout flow. Test everything twice. Set up email automation so your sequence runs smoothly.

1 week before: Send a teaser email hinting at the upcoming sale. Build anticipation without revealing everything. Warm up your list.

December 24-25: Send a reminder that the sale launches December 26th. Keep it short and festive.

December 26 (launch day): Send your main launch email early in the morning (6 - 8 am in your primary audience's timezone). Follow up with a second email mid-afternoon for those who missed the first.

December 27-28: Send value-focused emails addressing objections or highlighting specific membership benefits. Share student results or testimonials.

December 29-30: Final urgency emails. "Last chance" messaging as the sale closes December 31st or January 1st.

Post-sale: Thank buyers, deliver immediately, and welcome them properly. Track your key growth metrics to measure success.

The sweet spot for Boxing Day sales is 4-6 days. Long enough to capture interest without dragging it out. Most successful course creators close their sales by December 31st to align with the New Year.

Pricing Your Boxing Day Sale

Here's the thing about digital product pricing: you're not competing with physical retailers offering 70% off clearance items. You're offering transformation, and that has different value dynamics.

For Boxing Day sales, these discount ranges work well:

• 20-30% off: Perfect for premium programs ($500+) or if you rarely discount
• 30-40% off: The sweet spot for most courses and memberships ($97-$497)
• 40-50% off: Works for lower-priced offers or first-time buyer promotions
• Bundle pricing: "Buy 2 courses, get 40% off" or "Annual membership at monthly price"

Avoid discounting more than 50% unless you're running a true clearance on outdated content. Deep discounts can devalue your work and attract bargain hunters who won't engage long-term.

Founding member pricing is another powerful option. Instead of discounting existing offers, launch something new at special Boxing Day rates. Position it as a founding member opportunity with locked-in pricing and exclusive access. This preserves the value of your existing products while giving buyers a compelling reason to act now.

Your pricing strategy should account for your business model. If you're subscription-based, consider "first month free" or "50% off first three months" rather than permanent discounts.

Creating Your Boxing Day Offer

The best Boxing Day offers solve a specific problem your audience has right now. In late December, that's usually about starting fresh, building new skills, or achieving goals they've been putting off.

Here are proven offer structures:

Bundle deals: Combine related courses or memberships. "Get both the email marketing course AND the community building program for one Boxing Day price." This works especially well if you're building a community that markets itself.

Bonus stacking: Keep your main price the same but add valuable bonuses (templates, worksheets, group coaching calls, private community access). The perceived value increases without discounting your core offer.

Founding member launches: Introduce a new membership tier or course with special Boxing Day founding rates. Early adopters get lifetime pricing and exclusive perks.

Payment plan flexibility: Offer interest-free payment plans. "Pay $97/month for 4 months instead of $497 upfront" removes the barrier without devaluing your work.

Free trials with commitment: "Join the membership free until January 15th, then decide." This works when you're confident in your content quality and understand the balance between free and paid content.

The key is making your offer feel special and time-limited without resorting to fake scarcity. Real deadlines (sale ends December 31st) create genuine urgency. Fake countdown timers destroy trust.

Boxing Day Messaging That Converts

Your Boxing Day messaging should feel different from Black Friday. This isn't about doorbuster deals or fighting crowds. It's about self-investment and fresh starts.

Here are some subject lines:

• "Your Boxing Day fresh start (inside: [course name] at 40% off)"
• "What are you investing in yourself this Boxing Day?"
• "The gift you deserve (but probably didn't get for Christmas)"
• "Boxing Day special: Start 2025 with [specific transformation]"
• "Last sale of the year - here's what's included"

Email body framework:

Start with the psychology: "You spent December giving to everyone else. Now it's your turn."

Present the problem: "You've been thinking about [starting that business / building that course / growing that community] for months. What's stopping you?"

Offer the solution: "This Boxing Day, I'm opening [program name] at the lowest price of the year. Here's everything you get..."

Create urgency: "This offer closes December 31st at midnight. After that, it's back to regular pricing."

Remove friction: "Questions? Just reply to this email. I read every response."

Sample email snippet:

"Hey [Name],

Boxing Day is traditionally about giving gifts. But here's what I want you to consider: what gift are you giving yourself?

If you've been waiting for the right time to join [Membership Name], this is it. For the next 5 days, you can join at 35% off - the lowest price I'll offer all year.

Inside, you'll get [specific benefit 1], [specific benefit 2], and [specific benefit 3]. Plus, I'm adding [bonus] to everyone who joins during Boxing Day.

This closes December 31st at midnight. After that, regular pricing returns.

Ready to invest in yourself? [Link]

[Your name]"

The tone is direct, honest, and benefit-focused. No manipulation, just clear value and real deadlines.

Measuring Your Boxing Day Success

Track these metrics to know if your Boxing Day sale worked:

• Conversion rate: What percentage of your email list bought? (2-5% is solid for cold audiences, 10-20% for warm)
• Revenue generated: Total sales minus any platform fees or affiliate payouts
• Email open rates: Are people actually seeing your messages? (Aim for 20-30%+)
• Click-through rates: Are they engaging with your links? (3-5%+ is good)
• Average order value: Did bundling or upsells increase what people spent?
• New vs returning customers: Are you attracting new buyers or re-engaging past students?

Use these 9 membership growth metrics to get the full picture of your sale's impact beyond just revenue.

Post-sale analysis questions:

• Which emails performed best? (Use this data for future promotions)
• What objections came up repeatedly? (Address these earlier next time)
• Did certain offers outperform others? (Double down on what works)
• How did Boxing Day compare to Black Friday? (Decide if it's worth repeating)

The goal isn't just to generate revenue, it's to learn what resonates with your audience so every future promotion gets stronger.

Boxing Day vs Black Friday: What's the Difference?

The Reality: Black Friday generates more total revenue because of market size and cultural momentum. But Boxing Day often delivers better engagement rates and attracts more committed buyers because they're investing in themselves, not checking off a gift list.

Many course creators run both. Black Friday targets gift-givers and early planners. Boxing Day captures the self-investment crowd ready to start their new year transformation.

Frequently Asked Questions

Is Boxing Day worth it for US-based course creators?
Yes, but with context. While Boxing Day is culturally bigger in the UK and Commonwealth countries, the "post-Christmas sale" concept resonates globally. US audiences understand end-of-year promotions, and the self-investment angle works regardless of location. If your audience is international or you want a second promotional push after Black Friday, Boxing Day makes sense.

What discount percentage should I offer?
For most courses and memberships, 30-40% off works well. Premium programs ($500+) can succeed with 20-30% off. Avoid going below 50% off unless you're clearing out old content. The discount should feel generous without devaluing your work. Test different percentages and track which converts best for your specific audience.

How long should my Boxing Day sale last?
Four to six days is the sweet spot. Most successful sales run December 26-31 or December 26-January 1. This captures the Boxing Day momentum while aligning with new year goal-setting. Shorter sales (2-3 days) can work if you have a highly engaged audience, but longer gives people time to make decisions during a busy holiday week.

Should I run both Black Friday and Boxing Day sales?
You can, but be strategic. If you run both, make them different offers or target different products. For example, run Black Friday for your flagship course and Boxing Day for a new membership or bundle. Or skip Black Friday entirely and make Boxing Day your only year-end promotion. Avoid making your audience feel like they're constantly being sold to.

What if my audience is email-fatigued from the holidays?
Lead with value. Send fewer, better emails rather than daily blasts. Focus on helping people solve problems or achieve goals rather than just pushing your sale. The post-Christmas period is actually when many people are planning for the new year and actively seeking solutions. If your messaging is relevant and helpful, they'll engage.

Start Planning Your Boxing Day Sale Today

Boxing Day gives course creators, coaches, and membership owners a powerful second chance at year-end revenue. While everyone else is winding down, you're capturing the self-investment wave that peaks right after the holidays.

The key is planning early, pricing strategically, and messaging authentically. Your audience doesn't need manipulative urgency or fake scarcity. They need a clear offer, genuine value, and a good reason to invest in themselves right now.

Start by deciding your offer this week. Build your email sequence next week. Launch December 26th with confidence.

Your audience is ready to invest in their growth. Give them a compelling reason to start with you.