UK shoppers spent £3.3bn online over the four days from Black Friday (November 27) to Cyber Monday (November 30), according to the latest data from Experian-IMRG.
Black Friday marked the first time online sales in the UK topped £1bn in a single day, the equivalent of £763,000 every minute.
Despite its name, shoppers spent less online during Cyber Monday, delivering £968m, up 34% compared with the same day in 2014.
The data also shows that £561m and £676m was spent respectively on the Saturday and Sunday in between the two main Sales events as shoppers took the weekend to hunt for bargains.
Black Friday is predicted to hold the crown for sales in the run up to the New Year. Consumers are expected to spend £733m on Manic Monday (up 10% year on year), which falls on December 7. Experian-IMRG also forecasts £728m of spend on Christmas day (up 11% year on year), followed by £856m on Boxing Day (up 22% year on year).
On the first day of the New Year shoppers are expected to spend £638m, a climb of 33% on the same day last year.
“This year retailers have stretched Black Friday and Cyber Monday into a longer period, with many offering deals across the week running up to Black Friday and continuing to reduce more products on Saturday, Sunday and Cyber Monday,” said James Miller, senior retail consultant at Experian Marketing Services.
“In the future, this nine-day period will become a key phase which very much kick-starts the Christmas shopping season for those relatively well-off families who have busy lives and want to get their purchases in early and delivered before Christmas – retailers will also appreciate the opportunity to spread out the event to maximise their campaigns via email and social media.
“Retailers still have more opportunities to reach customers in the run up to Christmas, with Manic Monday on December 7 representing the time when consumers look to order gifts to ensure they receive them before Christmas, before the traditional Boxing Day Sales begin.
“With logistics companies working hard to fulfil orders placed over the last four days this is a crucial time, with missed deliveries costing both money and consumer patience.”