Myth #1 "The best time to launch your property is Boxing Day"
If you’ve spoken to a few corporate estate agents recently, you’ve almost definitely heard this line: “Boxing Day is the biggest day of the year for property searches, you must launch then.” Let's take a look in more detail about this as a marketing strategy for your home....
There was a time, years ago, when this carried some truth. But today, it is one of the most over-hyped myths in estate agency and one we feel strongly needs debunking. We see every year, from decades of working with homeowners across Kent and Somerset, that the reality of Christmas, family life and buyer behaviour tells a very different story.
Why the Boxing Day launch myth exists
Corporate agents love Boxing Day launches because it suits their internal reporting cycles and it gives them a marketing headline. What it doesn’t consider is real human behaviour, buyer psychology or how people live during Christmas.
Christmas is one of the busiest and most chaotic times of the year. People are entertaining, travelling, juggling school holidays and living in homes that are temporarily upside down. Sellers don’t want viewings while the house is full of wrapping paper, relatives and half-packed toy boxes. Serious buyers aren’t in a position to view either and nor do they want to. When no one is able to view a property, launching it during the Christmas break loses valuable early momentum.
Why Boxing Day browsing doesn’t equal serious buyers
Here’s the part that rarely gets mentioned. Yes, portal traffic spikes on Boxing Day, but the majority of it is browsing, not buying. People scroll the portals while eating leftovers or with half an eye on a Christmas film. They might be dreaming about a new start or casually comparing properties, but they are not typically booking viewings or making informed decisions.
Most Boxing Day traffic falls into three categories:
• People dreaming and browsing casually
• People filling time
• People reacting emotionally to Christmas pressures, who often change their minds by January.
Serious, proceedable buyers return mid-January when routines settle, minds are clearer and they can physically attend viewings.
The strategic launch date: the second Sunday of January
For decades, we’ve seen a consistent pattern. The strongest launch moment is the second Sunday of January and here’s why:
• Christmas clutter has gone and homes are looking their best again
• Routines return, so decision-making becomes clearer
• Any relationship or lifestyle reassessments that often surface at Christmas have already taken place
• Proceedable buyers are actively booking viewings again
• A listing marked with a 2026 launch date looks fresher and psychologically more appealing than a property marketed in late 2025
You gain the advantage of launching at a moment when buyers are motivated and ready to act.
Why the launch strategy matters more than the launch day
A strong launch is not about hitting a single date. It is about a strategic approach that maximises momentum.
With Sandersons UK, we never simply upload everything everywhere at once. We use a phased launch that creates multiple peaks of exposure across our social media channels, our database and all major portals. It also gives us valuable insight at each stage. If early feedback suggests the buyer profile needs adjusting, we can refine targeting before the next portal launch. This ensures the listing consistently reaches the most relevant and motivated audience.
Combined with magazine-quality photography, detailed floor plans, staging options, walk-through video tours and drone imagery, we ensure your home launches in the strongest possible way.
Why being market ready early makes such a difference
If you are serious about selling, being market ready before the new year makes a huge difference. This doesn’t mean launching early. It means preparing early so you are in the strongest position the moment you choose to go live.
For many sellers, this includes having photographs taken just before Christmas decorations go up so the home looks timeless, uncluttered and consistent with the January launch.
Being market ready also puts you in a powerful position as a buyer. If you find your ideal next property, you can confidently say you are ready to launch and therefore proceedable. Many vendors now refuse viewings to anyone who is not at absolute minimum prepared for market, so having everything in place can determine whether you even get through the door of the home you want. If a seller wants to move quickly, they don't want to spend time preparing the home for viewings to people who don't seem committed to buying as they're not yet market ready with their existing property so they will favour more proceedable applicants.
When a seller hears you are market ready, you instantly become a more attractive buyer and significantly increase your chances of securing your onward purchase.
Reassurance from us
If you are thinking of selling in early 2026, you don’t need to feel pressured into a rushed December launch. We will help you become fully market ready in advance so when that second Sunday in January arrives and beyond, your property is launched with impact, clarity and confidence.
Our approach has helped thousands of homeowners move successfully by focusing on thoughtful strategy rather than corporate hype.
There has been a lot of 'wait and see' around the November budget but now that has taken place, there is already a shift in confidence and activity in the market. Read our blog about the impact of the latest budget on the property market here.
Want to know the ideal launch plan for your property?
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