E-commerce consultancy firm Salmon has predicted that £10 billion will be spent through mobile channels in November, marking the largest ever month for smartphone ordering.

Salmon reached this conclusion by combining its own data from last year, which shows that the majority of online orders were made through mobile on Black Friday (51 per cent), with shopping and money spent statistics from IMRG.

In total, Salmon has predicted that £20 billion will be spent online in total in November, highlighting the need for retailers to be equipped to cope with huge demand through their online.

James Webster, head of managed services at Salmon, said: “Black Friday is no longer about one single day, or week – it looks set to take over the whole month. Retailers have realised the opportunity it holds to create an ongoing experience that can help grow their customer base and loyalty, and so it is now an expectation.

“Even those retailers who do not want to participate in the peak trading phenomenon need to be prepared for it as shopping fever takes over and consumers scour online retailers even if they aren’t offering discounts.

“The retailers who manage their peak trading operations well will be the ones who have made plans across all departments, and ensured that their systems are able to function across all channels, making it a success for both customers and retailers alike.”

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