The biggest number of deals are on clothing, with shoppers already flocking to major high street players like Laura Ashley and House of Fraser to cash in on the sales that have already started, and on Friday afternoon, over half (52.5 percent) of all online clothing was discounted compared 45 percent last year. The early deals are promising more money off too, with the average discount on clothing coming in at 39 percent off today compared to a 35 percent discount on 21 December 2017. This allowed for the biggest savings on clothing over the last five years, when comparing the same day since 2013.

The reality of the gifting online deals as last minute presents is also very possible as a handful of online retailers including Amazon also offering Same Day Delivery on Christmas Eve to match the premature sales. But retailers are already struggling to cope with a bigger than expected online shopping boom and shoppers have complained they are taking too long to deliver orders.

Early Christmas sales 2018 . When do they start? Gap - Currently upto 60% off instore and online ,House of Fraser - Currently 60% upto off instore and online, H&M - Currently 60% upto off instore and online, Topshop and Topman - Currently upto 60% off instore and online, Laura Ashley - Currently upto 50% off instore and online, The White Company - Currently upto 50% off and online, Debenhams - Starts 23rd December online, instore 26th December, M&S - Starts 24th December online, instore 25th December, Next - Starts 24th December online, instore 26th December, John Lewis - Starts 24th December online, instore 27th December.

Christmas shoppers are enjoying January sale prices earlier than usual, as analysts say the best deals are now found in December instead. Clearance prices will be available in 63 percent more online retailers before Christmas compared to last year, according to real time data from LovetheSales.com. The deals come from online fashion giants like ASOS, as well as struggling department stores like Debenhams, who are hoping to tempt consumers with their last-minute Christmas bargains.

Adam French, Which? Consumer Rights Expert said: “Deliveries not turning up on time is the last thing you need at Christmas. If you’ve paid extra for named day delivery your items should arrive on time and if they don’t you could be due the cost of delivery back at the very least. “Retailers need to be clearer with their guidance for shoppers and shouldn’t be offering quicker delivery if they know it’s not feasible.”

Stuart McClure, CMO and co-founder of LovetheSales.com said, "Traditionally people have always expected Boxing Day and January sales, but this year you don't want to wait to get a good deal. “Over the last few years we've seen people starting their sales shopping earlier - we now see a big spike of traffic by 3pm on Christmas Day. We've also seen retailers react to that by starting their online sales earlier. “Tough retail conditions and the long hot summer have had a compounding effect, meaning retailers have more products to sell ahead of SS19. “Because of this sales have already started and there are great deals to be had now. Waiting until January means the best deals might already have gone."