Some retailers have decided not to take part in tomorrow's Black Friday – Asda and Made.com being notable examples – and the value of the pre-Christmas shopping event, an export from the US, has been questioned in some quarters.
Nonetheless, a wide variety of retailers are offering deals, and data from Experian says around £1.07bn of transactions should go through across the UK tomorrow.
From midnight, the agency Red Hot Penny will be using Experian data to track Black Friday spending via a newly launched microsite – which can itself be embedded into other blogs and websites – and compares spending with Wayne Rooney's annual salary, and the cost of the London Eye. It will use publicly-available data from Experian.
David Schulhof, digital marketing director at Red Hot Penny, said: "Black Friday has become an iconic event over the past couple of years and for nearly all of our clients it has turned into a big revenue driver and something that we plan for, weeks if not months in advance.
"We wanted to mark this milestone with a creative content piece that we hope people will find interesting and gasp at the amount of money being spent per second, minute and hour."
