Today is being dubbed "manic Monday" by retail pundits, who predict that it will be the busiest online shopping day of the year.

Today ‘will be top online spend day of 2011’

Today is being dubbed “manic Monday” by retail pundits, who predict that it will be the busiest online shopping day of the year.

Today 'will be top online spend day of 2011'

Consumers will shell out £424m buying from the internet today – that is almost £300,000 a minute – according to a study by online comparison site Kelkoo and the Centre for Retail Research.

The top online shopping day, they say, will come one week earlier than usual as Christmas shoppers aim to play safe: last year, Christmas deliveries were severely impacted by heavy snow.

However, Kelkoo believes this means that there will be further spikes in online sales activity before Christmas, forecasting spends of £418m and £406m on Sunday December 4 and Monday December 5 respectively.

Commenting on the research, Kelkoo chief marketing officer Chris Simpson said: “With £424m being spent on just one day, Monday November 21 will be a hugely significant day for online retailers.

“Overall, the six weeks in the run-up to Christmas will be a time for e-tailers to really boost their sales figures at the end of a challenging trading year.

“The great news is that more than £13bn is going to be spent online during the festive season, which is an increase on last year, so websites will be focused on getting their pricing strategies exactly right to ensure that they attract as many of those pounds as possible.”

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