The answer is 25th December if you are online – 24th if you are a physical shop. That’s not a typo, if you are a bookseller or publisher then the online appetite from consumers won’t stop when the tills in the shops close on Christmas Eve. Shopping on Christmas Day is a relatively new phenomenon. In 2008 as in years before, shopping online started to slow down around the 16th December and stopped almost altogether on the 19th.

In 2009 we passed a significant point in our shopping cultural evolution. Some time during 2009 shopping online became a daily activity and we saw purchases continue throughout the last week before the holidays and on Christmas Day itself UK consumers spent an unprecedented £120m+ online.  Read more