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Amazon Boasts Busy Christmas Day

While to some, Christmas Day may signal the end of the holiday shopping season, Amazon is expecting a busy day thanks in part to its portfolio of digital content.

The marketplace’s UK arm said it expected sales on December 25, 2014 to rise yet again after experiencing a more than fivefold growth over the last five years. Christmas Day is also predicted to be Amazon.co.uk’s busiest day ever for sales of digital books, music, television, films and video games.

Orders are expected to peak at 12.26pm there when many people will be downloading books, movies, TV shows and music to newly received digital devices like Kindle e-readers and Fire tablets.

Christmas Day was the busiest day for sales of Kindle books, apps, digital music and digital video games in 2013 on Amazon.co.uk.

“Christmas Day 2014 is predicted to be the busiest day ever for digital sales on Amazon.co.uk,” the company said. “Amazon.co.uk has expanded its range of digital categories with the launch, earlier this year, of digital films and TV shows available to rent and buy through Amazon Instant Video.”

Here are some of the trends that Amazon.co.uk has historically seen on Christmas Day:

Midnight to 11am: Last minute shopping 
During this period, sales on Amazon.co.uk are dominated by Printable and Email Gift Cards as people log on to pick up last minute presents. Gift Card orders generally peak at 10am.

12noon: Digital downloads
With the first presents opened and an hour or so before lunch, shoppers head to Amazon.co.uk to purchase Kindle books, movies, TV shows and MP3 products for their new devices, with the day’s sales set to peak at 12.26pm.

Sales of cases for devices, video games, video games accessories and even coffee capsules increase at lunchtime as customers order products to use with their new Christmas gifts.

Redemption of Gift Cards also increases at this time.

3pm: The Queen’s Christmas Broadcast
Sales dip around 3pm in time for The Queen’s speech, as the nation stops what they are doing to watch the monarch give her traditional televised address.

7pm onwards: Christmas TV specials
Last year, television screenings of the Downton Abbey Christmas Special, the premiere of Toy Story 3, Doctor Who and Mrs Brown’s Boys prompted soaring DVD sales of Downton Abbey: The London Season, The Complete Toy Story Collection, Doctor Who – The Time of the Doctor & Other Eleventh Doctor Christmas Specials and Mrs Brown’s Boys Live Tour: Mrs Brown Rides Again.

9pm: Sofa sales surfing
Christmas Day sales on Amazon.co.uk traditionally peak again at 9.02pm, as customers relax after the day’s festivities and get an early start on their Boxing Day Deals Week shopping.

Amazon kicks off its Boxing Day Deals Week sale on Christmas – over 1,600 offers will be available, hundreds more than last year, with an average of 35% off current Amazon.co.uk prices. Deals will include clearance offers, digital deals and “Lightning Deals.”

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Ina Steiner
Ina Steiner
Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). She is a member of the Online News Association (Sep 2005 - present) and Investigative Reporters and Editors (Mar 2006 - present). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com. See disclosure at EcommerceBytes.com/disclosure/.