Nationwide card holders are spending £32,000 a minute in the Black Friday sales.
The building society said that between midnight and 8:30am today customers had shelled out £16.3m, an increase on last year's spend.
Read more: The best Black Friday deals on consoles and games
More than 400,000 transactions have taken place - up 50 per cent on the Friday average and up 27 per cent as compared to Black Friday last year, the BBC reported.
Black Friday goods have been flying off the shelves - both real and virtual - at John Lewis. The department store said sales through mobile phones were up 21 per cent between 8am and 9am.
The best-sellers at John Lewis have been:
- Sonos Play 1 is the biggest seller in tech
- The Legos Simpsons house is the best-selling item by value
- Marc Jacobs perfume has had the most units sold so far
- In homeware, Sophie Conran crockery is the best seller.
Carphone Warehouse has reported the highest ever number of orders made through mobile phones. Mobile orders made up half of the all online orders the retailer has been receiving. The iPhone 7, Samsung S7 and iPhone 6s have been performing particularly strongly.
Here are some of the best deals available on Amazon:
Amazon Fire TV Stick, £24.99 - save £10
Amazon Echo, Black - £119.99, save £30
Amazon Echo Dot (2nd Generation), Black - £39.99, save £10
Sony PlayStation 4 500GB + Uncharted 4 + FIFA 17 - £199.99, save £66.94
Xbox One S (500GB) with FIFA + Controller - £229.99, save £45.49
Le Creuset Cast Iron Provencale Round Casserole, 22 cm - £79.99, save £35
Le Creuset Egg Cups - Cassis/Chiffon Pink/Mauve Pink, Set of three - £13.99, save £6
Laptops and pads
Lenovo Ideapad 100S 11.6-Inch HD Laptop (Red) - £99.95, save £50.04
Microsoft Surface Pro 4 12.3-Inch Tablet with Keyboard (Black) - £549.99, save £250
HP 15.6-Inch FHD Antiglare Slim Laptop - £449.99, save £80
HP 15.6-Inch HD Laptop (Turbo Silver) - £329.99, save £50
ASUS Zenbook Flip UX360UA 13.3 inch Touchscreen Convertible Laptop - £599.99, save £200
SONOS PLAY:1 Smart Wireless Speaker, Black - £139, save £30
Pro Breeze Compact and Portable Mini Air Dehumidifier - £29.99, save £40