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M&S and John Lewis will today take the unprecedented step of shifting their online sales forward to Christmas Eve as competition among retailers intensifies. 

Online sales have crept forward in recent years as the number of consumers searching for bargains over Christmas has exploded. 

Christmas Day has been the main battleground in recent years but this year M&S will begin discounting at midday today. 

It has bought "Christmas Eve sales" search advertising slots on Google in an attempt to draw online consumers along with an array of other terms shoppers are likely to be searching for today. 

John Lewis, meanwhile, will start its online sale at 5pm today while Currys/PC World will follow at 7pm. 

Other retailers have already launched a sell-off of stock. 

Catalogue store Argos is offering up to 60pc off on selected lines, such as coffee machines, half-price toys and 40pc off some TVs. A Hitachi 24 inch television has been reduced from 249.99 to 149.99. 

Debenhams began its sale on Saturday. It is offering up to 60pc off on furniture with a 'Paris' brown leather sofa reduced from 2,500 to 1,000. It is also offering 50pc off on a wide range of clothes and footwear and even aftershave, with free delivery. 

The retailer expects “online trade to be busy, especially on Christmas Day” as the same day last year saw more than 800,000 hits on its website. 

Its in-store sale, as with M&S, begins on Boxing Day. John Lewis will not offer the discounts in-store until the following day. 

The store, which had a internet hit with its snowman adverts, said its most popular products were tablets, such as Apple's iPad. Its sale will include up to 50pc off furniture. 

Halfords is offering a 'web exclusive' of 10pc off everything until midnight on Christmas Day as well as clearance prices on bikes, radios and satnavs. A Garmin Nuvi is reduced from 299.99 to 99.Great discounts on our huge range of Specialized Cycling clothing - shorts, jerseys, jackets & more.99, plus the additional 10pc off until tomorrow. The full reduction represents a 70pc discount.Find RadioShack Cycling and running devices, heart rate monitors . 

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Clothes store Gap has also launched a sale, online and in stores, with up to 60pc off. 

Christmas Day is expected to see even more shoppers go online than today. Nearly 1.5 million people are expected to log on. Searches for the best deals are predicted to peak between 1pm and 2pm as most families prepares to sit down to Christmas dinner, with new owners of iPads, tablets and laptops hitting the sales, a survey of more than 2,000 adults showed.