Monday, December 3, is shaping up to be the most important day for online retailing in the holiday period, according to eBay, which estimates more than 2.6 million people will visit the marketplace.

The online marketplace expects the busiest shopping period to lie between 8pm and 9pm, with an average of four gifts purchased every second.

“Aussies are getting a head start on Christmas and this year, the busiest online shopping day is a full week earlier than the past few years,” eBay head of retail insights Gavin Dennis said.

“We’re seeing people take advantage of great deals throughout November and early December to take some of the stress out of the Christmas period.”

Dennis said that electronics, health and beauty, toys and jewellery will be the most popular categories. More than half of all purchases are expected to be made by Australian sellers.

EBay expects a health and beauty item to sell every two seconds, a toy every three seconds, a bottle of alcohol every 42 seconds and an iPhone every 90 seconds.

The Australian Retailers Association has expects Australians to spend more than $51 billion over the holiday period.

“The electronics and hi-fi markets are worth a considerable $3 billion, and the ARA suspect gaming consoles and smart home technology products will be flying off the shelves this Christmas,” ARA executive director Russell Zimmerman said.

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