Amazon is predicting record sales on Christmas day this year, as the online retailer kicks off its Boxing Day sale early.
The sale will begin on Christmas itself and transactions are expected to peak at around 8.30pm as customers log on after the day's festivities.
Historically, Amazon has seen Christmas Day gift card sales peak at 10am as people who failed to finish their shopping make a last-ditch purchase, while the most popular time for digital downloads is noon as new gadgets are put to use before lunch.
Sales dip around 3pm in time for the Queen's speech but they pick up in the evening with last year's peak recorded at 8.32pm, the retailer said.
Xavier Garambois, vice-president of EU retail at Amazon, said: "The trends that emerge during the course of the day give us a fascinating insight into how the nation spends Christmas Day.
High-street retailers have been left skittish by slow sales this year, with many shops turning to deep discounting in a bid to attract shoppers who appear to be leaving it late this year.