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More than 4 million people were expected to go online to start their sale shopping on Christmas day, with many major retailers already cutting prices.
IMRG, which represents the e-retail industry, predicted 4.3 million people would spend a total of ?120m online - an average of ?27.90 for every person. Last year ?102m was spent online on Christmas Day, with traffic was up 39% over Christmas Eve. Experian Hitwise said Christmas Day was the seventh busiest online day of the year last year, with Boxing Day the busiest.
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Amazon.co.uk said it saw a 150% increase in sales on Christmas Day 2008 compared with 2007. High volumes of gift certificates were redeemed on Christmas Day and a substantial number of MP3 tracks were purchased, probably by people who had received MP3 players as gifts, it said.
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John Lewis's online sale started at 6pm on Christmas eve, while Marks and Spencer followed in the morning. Many retailers were offering special incentives for people to go online at Christmas. Consumers also have the incentive of getting their sale shopping done early to avoid the increase in VAT, which goes back up to 17.5% on 1 January. Lastminute.com expected a spike at 3.30pm, similar to last year, as people tired of their family commitments. "It's as if after a few hours of the Christmas 'oblication' – aka the obligatory family holiday – people were already desperate to book their next break and get away from it all," said Andy Washington, head of travel at Lastminute.com.
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Other stores started their sales earlier, with both House of Fraser and Debenhams reducing prices online on Christmas eve.
More than ?3bn will be spent in the sales this Christmas, according to research by American Express. It said adults expect to spend an average ?85 each at the sales.
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