Online sales grew in October header image

Brits bought more online in October, new figures from the British Retail Consortium (BRC) and KPMG show. 

Non-food sales over the web increased 15.4 per cent compared to the same month a year earlier. This is up from the 12.1 per cent growth that was recorded in October 2013.

Overall, online sales accounted for 18.2 per cent of non-food purchases in the month, which is the highest figure recorded since last Christmas and up from 16.5 per cent 12 months ago.

BRC director general Helen Dickinson stated: "Online sales took their largest slice of the pie of non-food sales growth since December 2013. 

"October's growth compared to last year was 3.3 percentage points faster, which bodes well for Christmas, especially as the proportion of online non-food sales was also the highest recorded since last Christmas."

Ms Dickinson said the level of online trade will now begin to ramp up as Christmas approaches. She highlighted the first Monday in December, known as Mega Monday, as a day to watch, with this recognised by some as the busiest day of the year for online shopping.

David McCorquodale, head of retail at KPMG, pointed to the so-called Black Friday as another day that is likely to see a spike in internet purchases.

This refers to the Friday after Thanksgiving and it has become a US tradition for retailers to offer discounts on this day. Many stores in the UK have now decided to emulate this and Black Friday 2014 will be on November 28th.

According to Christopher North, managing director of Amazon.co.uk, more than four million items were sold on Black Friday last year.

Speaking to the Telegraph, he said the retailer is expecting to achieve record sales this year and will be providing more deals and savings "than ever before".

A total of 3,000 promotions will be offered by Amazon in the week to Black Friday, which is ten times the number from 2010.