set for busiest Christmas Day ever has announced that it is expecting its busiest Christmas Day yet, as sales on December 25 have more than doubled over the past five years for the online retailer.

Orders are expected to peak at 21:06 on Christmas Day when many people are predicted to take advantage of’s End of Year Sale.

This year the Sale launches at 00:01 on Christmas Eve. Offers include a Le Creuset Signature 24cm cast iron round casserole in Midnight Grey for £109.99, a De’Longhi  EC680.BK Dedica coffee machine with 15 bar espresso pump in black at £99.99, and a Tower 1200w Die Cast Stand Mixer at £99.99.

Other trends that has historically seen on Christmas Day are:

Midnight to 11am: Last minute shopping
During this time, sales on are led by printable and email gift cards as people pick them up as last-minute presents. Orders of gift cards historically peak at 10am.

12 noon: Digital downloads and streaming
With the presents opened and an hour or so until lunch, shoppers head to and the Amazon Music, Prime Video and Kindle apps to stream music, TV and films, and purchase Kindle books, digital video games and apps for their new devices, with the first sales peak of the day at 12:12.

Sales of cases for devices, video games, video games accessories, memory cards and film for instant cameras increase at lunchtime, as customers order products to use with their new Christmas gifts.

3pm: The Queen’s Christmas Broadcast
Sales slow around 3pm during The Queen’s speech, as the nation stops what they are doing to watch the monarch give her traditional televised address.

7pm onwards: Christmas TV specials
Last year, television screenings of ‘Michael McIntyre’s Big Christmas Show’ and the Downton Abbey Christmas special prompted soaring DVD sales and Amazon Video streams and downloads of ‘Michael McIntyre – Happy & Glorious’, ‘Downton Abbey: The Finale’ and ‘Downton Abbey – Series 6’.

Families also settled down together to stream and download classic Christmas films including ‘Home Alone’, ‘Love Actually’ and ‘Miracle On 34th Street’ on Amazon Video.

9pm: Sofa surfing for the best deals
Last year, Christmas Day sales on peaked at 21:06, as customers relaxed after the day’s festivities and made a start on their sale shopping.

Doug Gurr, UK country manager of Amazon, said: “An in-depth look at Christmas Day shopping shows that we’re a nation that loves a festive routine, from the last minute gift voucher print-out in the morning, to giving our undivided attention during The Queen’s speech, followed by an evening of TV and films.”

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