UK consumers are forecast to spend $27bn on ecommerce in the run up to Christmas, with the November 27, popularly know as Black Friday, set to be the biggest day for online shopping.
The $27bn forecast represents 7% YoY growth, with the November to December period accounting for 21.3% of annual ecommerce spend in the UK.
The most popular day for online shopping in the UK will be Black Friday, with an expected £724m to be spent online.
According to Adobe’s first set of 2015 Digital Index Online Shopping data, devices are set to play a dominant role in online shopping.
27% of UK consumers are expected to use their phone to browse online, while 18% are expected to use a tablet.
Adobe Digital Index principal research analyst Tamara Gaffney said: "Discounts are currently averaging 21 percent and out-of-stock incidents are already higher than last year by 5 to 10 percent.
"Consumers should shop early to secure popular gift items. Top selling products like the Xbox One, Samsung Gear VR, Star Wars’ Kylo Ren, and the GoPro HERO3 are already low in stock."
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