£10bn is set to be spent on mobile during November this year, as Black Friday 2017 drives it toward the biggest ever month for smartphone ordering.

According to eCommerce consultancy Salmon, mobile will form half of the total £20bn spent online in November, which will see it overtake December as the biggest shopping month of the year.

“Black Friday is no longer about one single day, or week – it looks set to take over the whole month,” said James Webster, head of managed services at Salmon. “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.”

Salmon also found that – with 20 per cent of all searches already being made via voice – 45 per cent of consumers already use or plan to soon use digital assistants to aid them in their end of year shopping.

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