Marks & Spencer predicts the peak shopping hour for mobile devices will hit at 8pm in Sunday, during the X Factor live final.
The department store retailer expects the M&S mobile website to generate 3 hits per second within the peak hour as customers shop from the comfort of the sofa while watching television.
Mobile sales on the same Sunday last year surged 300% on the average day but this year is expected to be even bigger, as M&S sales have more than doubled since Christmas 2011. In addition, almost a fifth of orders are placed via mobile devices.
M&S executive director multi-channel e-commerce Laura Wade-Gery said: “Customers can shop whilst doing everything else they need to do to get ready for the busiest time of year.
“Sunday evening is the perfect opportunity - as customers up and down the country settle down in front of the TV with a mobile or iPad in hand. It’s a growing trend and at M&S alone, we’re now seeing almost one in five orders come via mobile and tablet devices
Research from Yougov showed consumers are shopping through their tablet or mobile to keep presents secret with 22% of those surveyed believing it is easier to hide what they are buying.
Almost a sixth of male shoppers admitted they buy last minute purchases through their mobile devices because it’s more convenient.