Ecommerce consultancy Salmon predicts record-breaking online sales for this November.

Salmon reveals that November is set to see a record spend of £20bn online, a dramatic increase on the £1bn sales from 2015.

Furthermore, November is expected to surpass December as the Christmas shopping month.


£7bn is expected to be spend online over the Black Friday week alone, averaging out as £1bn being spent per day in the week commencing November 20. The figures shows a shift in buying behaviours as consumers now look to November sales as the best time to bag a bargain, as opposed to waiting for January..

James Webster, head of managed services at Salmon and peak trading expert, comments: “Black Friday and seasonal offers are now very much expected by shoppers in advance of the traditional December Christmas shopping period. Therefore, what retailers need to be thinking of is how they can cater to consumers during heightened conditions. Consumers want to shop with retailers on their terms and across devices and channels, taking the path of least resistance without high volumes of traffic affecting that experience.”

“Consumers are now used to services such as Amazon Prime, with same or next day delivery, which has grown them accustomed to speedy and high quality services. If they’re presented with a slow or convoluted online experience they’ll find a better one a finger-tip away,” he adds.