Currys PC World is expecting a record number of shoppers to snap up electrical deals between Christmas Eve and Boxing Day.
The retailer estimates that 4.9m people will shop online between lunchtime today and 11am Boxing Day.
The business, which broke records on Black Friday this year, believes there will be a spike in mobile phone shoppers checking out what's on offer, with the online-only sale starting at midday today. The sale then begins in-store from 8am on Boxing Day.
Last year, Currys PC World saw a peak in shoppers going bargain hunting on Christmas Day, with the busiest time of day between 8pm and 9pm.
On Boxing Day of that year, in store sales peaked at 266,000 sales in one hour.
Gary Booker, chief marketing officer of Dixons Carphone, said: “Black Friday was the starting point of our peak season this year and with 100 large screen TVs selling per minute, shoppers certainly took advantage of the great deals we had on offer.
“We know though that a lot of our customers will be waiting for the Boxing Day sale to shop for things they need for themselves, rather than just for gifts. And if Black Friday is anything to go by, we’re expecting many of our customers to snap up a bargain online, but we’ll also have plenty in-store for those shoppers who get out and about after Christmas Day.”