Black Friday was lacklustre along London's Oxford Street as more customers turned online to pick up much anticipated deals.
U.K. retailers have reported a surge in online shopping today, while footfall looks to be down.
Oxford Street, London's prime tourist shopping destination, looked like a normal Friday, with a shop assistant in an American retailer saying it was no busier than usual. And an employee at another well-known American mall staple said sales were steady but not busy.
Gap (GPS) was the only store that saw a good flow of people in the Black Friday morning in London, while its sister brand Banana Republic wasn't inundated with crowds.
Gap shares were recently down 1.34% to $25.82 in New York.
To be sure, Thanksgiving is not a holiday in the U.K. but the fall in the pound since the Brexit vote was expected to be a big draw for tourists.
Data from Experian show that sales over the Black Friday weekend from the Thursday to the Monday netted more than £3 billion ($3.73 billion).
Accenture consultancy firm Salmon predicts consumers will spend £5.5 billion from Thursday, Nov. 24 to Monday, Nov. 28 in the U.K.
Data from the Confederation of British Industry released today show strong growth in retail sales. Its monthly retail sales index rose to 26 in November, the highest it has been since September 2015, confounding expectations that a vote to leave the European Union would dull consumer spending.