By Maximilian Clarke

After a year of declining household spending power and a low consumer confidence fuelled by employment uncertainty that has led to a UK-wide decline in retail employment, retailers begun have preparing themselves for a busy Christmas.

And one day in particular is forecast for a surge in retail activity, with one etailer predicting 30 sales every second. Super Sunday, as eBay have dubbed it, will fall this year on the 4th December, and is characterised by frenzied retail activity across the UK.

Retail industry body, IMRG, is forecasting 14% growth for December in the online market, but shopping behaviour is changing. In what is expected to be one of the most financially challenging Christmases in recent years, bargain lovers will flock to the site in search of great value gifting. Savvy shoppers aren’t acting on impulse but, are prepared to spend longer hunting for the best deals ensuring they get the most for their money, culminating online in a ‘Super Sunday’. Although the advent of smartphones has made web-enabled shopping even more accessible, traditionally Sunday has always been eBay’s busiest shopping day.

“This will be another record-breaking ‘Super Sunday’ for eBay UK with sales volumes around six times as high as on an average Sunday in September,” said Angus McCarey, Retail Director for eBay UK. “This is explained by the general shift in retail spending to online, and the popularity of shopping on smartphones which is accelerating that trend. Many people will have less to spend overall this Christmas, so they will do all they can to ensure they are getting a bargain. We’ll see people buying more for less with smaller gifts like mobile phone accessories and discounted high street fashion selling well on eBay this Christmas.”

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