The ecommerce consultancy firm Salmon has predicted that, this year, November will become the top month for Christmas ecommerce spending, beating December for the first time. The report predicts that UK consumers will spend 20 billion pounds online in November 2017. The main instigator behind this change is thought to be the attraction of special discount days such as Black Friday and Cyber Money, both of which take place in November. Salmon said in the report that “more and more consumers are waiting for this period to bag a bargain instead of shopping during the traditional Christmas shopping period in December”, adding that “retailers need to be thinking of how they can cater to consumers” during this specific time. The company's peak trading expert James Webster also said that consumers were mostly looking for “the path of least resistance” across multiple devices.