Marks & Spencer is expecting a bumper Sunday online this weekend, forecasting a peak of more than three hits every second.
Between 8pm and 9pm this Sunday – while viewers will be watching The X Factor final – the high street giant is expecting its busiest mobile and tablet shopping hour ever.
YouGov research commissioned by M&S suggests time poor consumers will use this hour to multi-task to shop while watching prime time TV. The retail is dubbing this peak slot “Appy Hour”.
M&S expects sales on mobile devices to beat last year’s peak, which itself was up 300% on the average day, with mobile sales in general doubling since last Christmas. However the retailer did not forecast a specific figure.
Multi-channel ecommerce executive director Laura Wade-Gery said: “Mobile shopping is quick, discreet and ultra-convenient.
“Customers can shop whilst doing everything else they need to do to get ready for the busiest time of year. Sunday evening is the perfect opportunity - as customers up and down the country settle down in front of the TV with a mobile or iPad in hand. It’s a growing trend and at M&S alone, we’re now seeing almost one in five orders come via mobile and tablet devices.”