It is impossible to miss the aggressive consumerist spectacle that is Black Friday. The relentless promotions come at you through every possible channel: emails, online ads, media listings, as well as huge signs emblazoned on shop windows.

The American phenomenon has become an established retail event here in the UK since arriving on British shores just six years ago, as consumers shopping for the Christmas season take advantage of the discounts and deals on offer.

And this year is no different. Although retailers report relatively quiet scenes at shopping malls and high streets on Nov 25, most of the action was actually taking place online. Savvy shoppers were up in the early hours of Friday morning, not to queue outside their favourite stores, but to be among the first to grab the best bargains on the internet.

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