However, Watts noted that as well as falloff in post-Christmas discounting, the majority of U.S. retailers were offering discounts in early November, before halting them just days ahead of Thanksgiving.
"In the coming years, as retailers and brands continue to increase the number of (price) 'drops' within a year, we expect to see greater fluidity in the discounting calendar—not twice yearly spikes," he said in the report.
Cyber Monday will likely see the largest online sales of any day this year, according to Adobe Digital Index, which provides data on digital trends. It forecasts cyber sales of $2.60 billion on December 1, up 15 percent year–on-year.
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Black Friday online sales were seen at $2.48 billion, up a healthy 28 percent year-on-year.