After asking users of its Facebook page what day they would start their Christmas shopping, Firebox found that December 1st would see the biggest online spend - as it falls the day after pay day.
"The concept of a Cyber or Mega Monday has failed to materialise this year – consumers have waited until December to buy gifts and will continue to spend all the way up to the big day itself," said Firebox CEO Paul Zimmerman.
The online gift shop said the warm November weather, as well as improvements made to online shopping, like better order fulfilment and customer service, had also contributed to the change.
Zimmerman added: "Traditionally online retailers can expect sales to peak right about now, but we’re expecting sales to continue to grow in early December and beyond as consumers hunt for Christmas gifts. This suggests that the bond between consumers and online retail is now stronger than ever as traditional retail becomes the exception – not the norm."
David J Smith, spokesperson for the Interactive Media in Retail Group, said: "While there will most likely be individual peak days for online sales in the lead-up to Christmas, our Index has shown a more consistent spreading of activity across a few peak weeks in recent years, which would support what Firebox’ customers are saying.
"We are anticipating over the two week period that started this Monday November 28th, £3.72 billion will be spent online by UK consumers, marking it as the busiest period of the year for online traders."