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Amazon Expects Busy Sales on Christmas Day

Amazon.co.uk has announced that it is expecting its busiest Christmas Day yet with sales on 25th December more than doubling over the past five years. Orders are expected to peak at 21:06 on Christmas Day when many people will be taking advantage of the End of Year Sale by downloading digital content for their new devices.

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

Midnight to 11am: Last minute shopping:
During this time, sales on Amazon.co.uk are led by Printable and Email Gift Cards as people pick up last-minute presents. Orders of Gift Cards historically peak at 10am.

Noon: Digital downloads and streaming:
With the first presents opened and an hour or so until lunch, shoppers head to Amazon.co.uk and the Amazon Music, Prime Video and Kindle apps to stream music, TV and films, and purchase Kindle books, digital video games and apps for their new devices, with the first sales peak of the day at 12:12.

Bestsellers on Christmas Day 2015 included Angels and Demons: (Robert Langdon Book 1) by Dan Brown (Kindle book), The Lady in the Van by Alan Bennett (Kindle book), 25 by Adele (MP3 download) and A Bridge Over You by The Lewisham and Greenwich NHS Choir (MP3 download)

Sales of cases for devices, video games including Fallout 4 and Call of Duty: Black Ops III, video games accessories including the Xbox One Wireless Controller and PlayStation Network Card, memory cards and film for instant cameras increase at lunchtime as customers order products to use with their new Christmas gifts.

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

Seven pm onwards: Christmas TV specials:
Last year, television screenings of Michael McIntyre’s Big Christmas Show and the Downton Abbey Christmas special prompted soaring DVD sales and Amazon Video streams and downloads of Michael McIntyre – Happy & Glorious, Downton Abbey: The Finale and Downton Abbey – Series 6.

Families also settled down together to stream and download classic Christmas films including Home Alone, Home Alone 2: Lost in New York, Love Actually, Miracle On 34th Street and Die Hard on Amazon Video.

Nine pm: Sofa surfing for the best deals:
Last year, Christmas Day sales on Amazon.co.uk peaked at 21:06, as customers relaxed after the day’s festivities and made a start on their sale shopping.

An in-depth look at Christmas Day shopping shows that we’re a nation that loves a festive routine, from the last minute gift voucher print out in the morning to giving our undivided attention during The Queen’s speech, followed by an evening of TV and films,” said Doug Gurr, UK Country Manager, Amazon. “This year, we’ll be launching the End of Year Sale on Christmas Eve. Many lucky customers will receive a new device for Christmas and it’s the perfect time to download Kindle books, apps, music, TV and film content to enjoy throughout the festive break. The sale continues until the end of December, with great deals on TVs, video game consoles and coffee machines amongst many others, so there’s plenty of time to treat yourself from the comfort of your sofa.

Season to Stream
Christmas Day 2016 is predicted to be one of the busiest days of the year for digital downloads and streaming on Amazon. Digital sales on Amazon traditionally peak between Christmas Day and 28th December. With this year’s Black Friday and Cyber Monday shopping weekend setting new records for sales of Amazon devices, including Amazon Echo and Echo Dot, the Fire tablet and Fire TV Stick, the number of downloads and streams is expected to reach a new high this year.

Amazon.co.uk’s End of Year Sale 
Shoppers this year will be able to save millions of pounds as Amazon.co.uk launches the End of Year Sale Thousands of deals will be available on a range of must-have products, running from 0:01 on Christmas Eve until 23:59 on 31st December, but only while stocks last. There will also be thousands of Lightning Deals introduced throughout the sale – products available at a discount, in limited quantities, for a short period of time. Amazon Prime members, including customers enjoying a free Amazon Prime 30-day trial, have an exclusive 30-minute early access period to all Lightning Deals.

More than a thousand Amazon Marketplace sellers will also participate in the End of Year Sale for the first time ever, providing customers with an even larger selection of items.

The offers available during the End of Year Sale on Amazon.co.uk include Sony PlayStation 4 500GB game bundles for 199.99 pounds.

Here is more information about the Amazon UK End of Year Sale, and you can find the full press release below.

Source: Amazon Press Release

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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). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com.