When the UK adopted the Black Friday concept from the US more than a decade ago the goal was to increase retail sales over the Thanksgiving weekend period. It still is, but the emphasis has shifted to online, away from the high street. By the end of 2018, e-commerce sales in the UK are expected to reach a share of 18 per cent of all retail sales. Consumers are increasingly enticed to do their Christmas shopping early. Thanks to the likes of Amazon and some e-commerce savvy retailers, such as John Lewis, Tesco and Argos, there is a surge in internet shopping, especially during the November/December sales period.