Online retailers increased discounting by a third in the months leading up to Black Friday in response to subdued consumer spending, the latest Capgemini IMRG e-Retail Sales Index has revealed.
The report found that 23% of overall sales revenue came from Sale items in the three months 30 September, up from 17.8% in the same period last year.
This was also a sharp increase from the second quarter when overall sales revenue from discounts was 15%.
IMRG said the data reflects the tough trading period for the industry.
In October clothing sales increased 10.1% on 2017, while menswear sales rocketed 49.6% compared to the same period last year.
Total online retail sales growth in October was the second lowest ever recorded with an increase of 8.5% year on year.