I hope you all had a great Christmas break.
“Boxing Day” is not the day of the heavy-weight title fight, it is the name for December 26 in the UK. That’s a bank holiday coming right after Christmas, extending the Christmas break by one day. It is also a traditional matchday for the English Premier League (soccer). Matches kick off all throughout the day and are always very well attended.Many players and fans consider the atmosphere on boxing day quite special.
So what is it that makes Boxing Day games special? On the one hand it comes after a long period of quietness, being home with the family, eating and drinking. By boxing day, some seem to be kind of bored and are happy for some distraction. On the other hand there is not a lot of other stuff to do: It’s a public holiday, shops are closed, friend stay at home etc. (basically the same effect applies for the NFL matches on Christmas or Thanksgiving).
That’s great marketing: Putting your products where no other products are and where they get a great deal of attention. If you want to promote your products the same way all others do, you have to make yourself heard, which is not easy and can be quite expensive. If you promote you products where no one else is, you risk having a smaller target audience available (guess what: some people even prefer not to watch soccer on Boxing Day but spend time with their family instead), but those that you can reach are a lot easier to activate for your purposes. Some call this “Guerilla Marketing”, I just call this adressing those parts of the market where you can make the most out of each advertising Dollar spent.
And Boxing Day? Well, the less boxing you have to do with your competitors, the more you can enjoy your day… Actually the term has nothing to do with the sport of boxing. Back in the days the servants had a day off just after Christmas, so they prepared food boxes for their gentry in advance.
What they did on their day off? Maybe they went for a soccer game…