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December 4th: Biggest day for online retailing

Today (december 4th) is set to be the biggest day of the year for online retailing, according to experts.

The Interactive Media in Retail Group (IMRG) predicts that online sales worth £180 million, more than double the £82 million average for 2006, will take place as consumers make their Christmas purchases.

E-shopping is expected to be at its peak hour between 13:00 and 14:00 GMT today, figures from eDigitalResearch.com show, with £14 million of goods being bought, compared to an average of £4 million per hour in the ten-week run-up to Christmas.

However, more than a third (38 per cent) of online sales are expected to take place either before or after traditional shopping hours, either before 09:00 or after 18:00.

IMRG CEO James Roper said: "The online shopping peak is pulled forward each Christmas by millions of people who rely on the internet for their key shopping items, and so shop early to have the best chance of goods being in stock, and successful delivery."

Chris Russell, director eDigitalResearch.com, said that the evening internet peak was a recent phenomenon that had become possible due to more consumers having broadband at home instead of relying on their work connection.


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