Historically, Amazon has seen Christmas Day gift card sales peak at 10am as people who failed to finish their shopping make a last-ditch purchase, while the most popular time for digital downloads is noon as new gadgets are put to use before lunch.
Sales dip around 3pm in time for the Queen’s speech but they pick up in the evening with last year’s peak recorded at 8.32pm.
Xavier Garambois, vice-president of EU retail at Amazon, said: “The trends that emerge during the course of the day give us a fascinating insight into how the nation spends Christmas Day. The increased availability of home broadband and growth in shopping on tablets and smartphones means that it’s more convenient than ever to pick up a last-minute gift card or a bargain in the sales.”
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