Black Friday this year is forecast to become the UK’s first £1bn online shopping day, according to digital consultancy Salmon.

The digital commerce consultancy, whose clients include Argos, Sainsbury’s, Selfridges, Game and Halfords, has predicted that Black Friday will surpass £1bn online sales this year.

Salmon’s research says online orders on Black Friday will grow 17.6% compared with last year, resulting in a £150m sales uplift and breaking the £1bn online sales barrier for the first time.

Over the course of last year’s Black Friday online orders increased 44% compared with a normal trading day, resulting in total online sales of £850m.

More shoppers

The research found almost four times as many UK shoppers plan to buy online during this year’s Black Friday.

30% of respondents said they plan to purchase something this year, compared with 8% of shoppers who said they had participated online last year, according to research from consumer insight company eDigital.

Salmon also foresees consumers being savvier with their purchases, with many shoppers snapping up deals that retailers will offer online prior to November 27, when Black Friday will take place.

That, combined with increased media attention as Black Friday becomes a fixture in the retail calendar, will lead to a greater awareness of the shopping event, increasing participation and engagement, according to Salmon.