Mobile devices are set to account for 23 per cent all online Christmas shopping in the UK this year, equivalent to £2.3bn.

Thats according to a study from Adobe, which forecasts overall sales to rise seven per cent year-on-year to a total £17.7bn, with eCommerce making up 57 per cent of that figure.

The country will also see the largest peak online shopping day in Europe, with a predicted spend of £474m online on 27 November, Black Friday, with the average person spending £8.06 on that one day alone.

“This year’s report once again underscores the importance of the Christmas shopping season as a driver for eCommerce across Europe, giving consumers the ability to take advantage of low prices, retailer offers and product variety without battling crowds on the High Street,” said Adobe EMEA president Mark Zablan. “But consumers aren’t just looking for the best deal, the report this year indicates that they are increasingly looking at product reviews and social media to guide their Christmas purchases. This is an important insight for European retailers. They need to find ways of going beyond deals to create meaningful opportunities to engage with consumers throughout the customer journey that will drive them to the point of purchase. Social media is a key channel to achieve that.”

Adobes Online Shopping Prediction study is based on analysis of anonymous data of more than 1trn visits to 4,500 retail websites over the last seven years.