Marks & Spencer has recorded rocketing searches for Christmas products on its website, reinforcing industry views that shoppers may spend early this festive period.

Marks & Spencer reported that Christmas-related searches are up 80% year on year, as the pandemic continues and parts of the UK are placed under tiered restrictions.

M&S said the top five searches last week were for slippers, Harry Potter, bras, Christmas pyjamas and gin.

Online has grown exponentially during the coronavirus outbreak as consumers have stayed away from busy shopping locations. The shift is expected to be felt this golden quarter.

The rise in demand has prompted concern about online fulfilment capacity in retail’s busiest period. At the height of the outbreak in spring, many retailers struggled to cope with demand.

In response, retailers are encouraging consumers to buy early this year to avoid last-minute pressure on their delivery networks.

This week, the BRC launched a national advertising campaign, ‘Shop early, start wrapping, enjoy Christmas’, urging people to spread demand – particularly because at the same time as ecommerce sales will spike, bricks-and-mortar stores face a seasonal rush when they are constrained by social distancing rules.

The imposition of new restrictions from Liverpool to London adds to the febrile mix. This week, Scotland’s national clinical director, Professor Jason Leitch, told the BBC that expectations of a normal Christmas are “fiction” and to prepare for a “digital Christmas”.