Shops and media outlets seem to be intent on telling us that this Saturday is in fact “Panic Saturday”.
This is supposedly when the whole of Britain freaks out after realising they are behind on their Christmas shopping and heads en masse to the shops to desperately try to get it done.
It seems businesses are counting on people succumbing to the fear of Panic Saturday, with many retailers slashing prices.
The Press Association reported that discounts are expected to average 45% on what some see as the most stressful shopping day of the year, according to Deloitte.
A mild autumn and unexpectedly low Black Friday sales have left businesses desperate to shift a build-up of stock, industry experts said.
But while many seem keen on hammering home that Panic Saturday totally is a thing, the majority of people online don’t seem so convinced…
It's not 'panic Saturday'. It's just Saturday. The rest is marketing.— david keen (@davidmkeen) December 19, 2015
Today is Saturday it's not panic, manic, mad or black it's Saturday! The press and media are doing my head ffs!— Clare YNWA (@ClareE_D) December 19, 2015
'Black Friday'… 'Blue Monday'… And now 'Panic Saturday'. What about 'Shut the Fuck Up with These Ridiculous Names for Days Wednesday'?— Bibi Does Soho (@BibiLynch) December 19, 2015
Booze Black Friday and panic Saturday? Do we really have to name every frigging day now?— Miss Christmas Plum (@Missplumbum) December 18, 2015
Media obsessed with naming days...black Friday, panic Saturday, cyber Monday now Booze Black Friday...what about Tiresome Tuesday!— Tim Gearey (@TimGearey) December 18, 2015
Thanks to Christmas falling on a Friday this year, "Panic Saturday" is expected to kick off a £6 billion six-day spending spree - 23% more than the same period last year when Christmas Day fell on the Thursday.
Jason Gordon, consumer business partner at Deloitte, said: "Compared to 2014, there is already a noticeable increase in both the volume and value of discounts in the run-up to Christmas this year.
"Whilst this is good news for consumers looking to grab a bargain, it is a clear sign that retailers are being faced with what is now an annual uphill battle."