As we suggested yesterday, much of that Black Friday shopping will happen outside of brick and mortar stores. Deal hunters are expected to spend £24.3 billion online across the season, up £2.46 billion over last year for a 10 percent increase year-on-year.
20 percent of all revenue is expected to come from mobile sales too, showing the increasing confidence that shoppers have when buying items from their phones.
“In just three short years, Black Friday has radically reshaped consumer spending over the Christmas period in the UK," said John Watton, EMEA Marketing Director at Adobe.
"The challenge for brands is further exacerbated by the rapid growth in mobile browsing and spending, with more time-pressed Brits turning to online shopping to avoid traffic and queues.
"It’s more important than ever that retailers deliver consistent, easy and compelling experiences on every single device that a customer uses in order to avoid missing out on their share of the growing online spend. Consumers are more spoilt for choice and well-informed than ever, and they’ll quickly go elsewhere if they’re not getting the experience they want.”
But just because Santa's stopped under your tree, don't expect the shopping to stop when Christmas starts a'proper. Adobe's research anticipates Christmas Day being the biggest mobile shopping day of the year, as people open their new iPhone 7s and veg out on the sofa, picking up 34 per cent more mobile shopping spend than even the bargain-focussed Black Friday itself.
It can be a bit of a shopping minefield in the run up to Black Friday, but TechRadar will be on hand with buying guides and Black Friday deal hubs in the run up to the big day. So hit that bookmark button.