It is predicted that £1.3bn will be spent online over the course of the summer with last Sunday predicted to be the busiest day of the sales for online retailers, according to Kelkoo UK.
As bargain-hunting reaches fever pitch, it is estimated that web sales now account for 33p of every £1 spent in the summer sales.
With 62 per cent of consumers quizzed reporting that buying online is less hassle than on the high street, avoiding the stress of crowds and long queues seems to be the greatest pull of online shopping.
Grabbing the best bargains also appears to be a cause for the migration online, with 53 per cent of shoppers believing that web sales offer more choice and better discounts.
Highlighting the change in shopping patterns encouraged by the unstable economic climate, in addition to shopping online, users also appear to be spending longer researching purchases with the busiest online shopping day arriving over a month after the sales began.
With the report by Opinion Matters for Kelkoo finding that 51 per cent of consumers believe there is ultimately a better range of products available online, it is not surprising that Accessorize is the latest High Street store to launch a standalone website this week.
HMV has also unveiled its attempt to diversify its entertainment brand with the launch of a new digital download service, HMV Digital. Complementing its nationwide stores, the download service will see the brand challenge Apple’s iTunes in the digital download market.