Online sales are expected to reach £470,000 per minute today, as experts predict Manic Monday sales may eclipse those of Black Friday.
Online visits are forecast to rise 26% year-on-year to 151 million, amounting to £676.5m in sales, according to IMRG and Experian data. However Black Friday sales surpassed all expectations, with an estimated £810m of sales up from the £555.5m that was expected.
IMRG and Experian said that the increased activity was due to consumers becoming more comfortable shopping online and leaving it later in the run up to Christmas.
“With increased confidence in the standard of delivery services and ‘click and collect’, we expect to see people break away from traditional shopping habits,” said James Miller, senior retail consultant at Experian Marketing Services.
“We have identified a number of key demographic types, who are believed to be behind the rise of online sales during the festive period.
“Online shopping is an important leisure activity for a wide variety of people, from active middle-income families with teenage children to young singles. These tech-savvy groups are typically early adopters of new technology trends, prolific online shoppers, and active users of mobile and tablet devices.”