Internet spending today will hit £1.07bn - a 32% increase on last year's £810m, according to Experian-IMRG.
The Centre for Retail Research is predicting a slightly more modest figure of £966m.
But it anticipates total Black Friday sales, including at high street stores, will reach £1.39bn - and climb to £3.49bn with the proceeds from the weekend and Cyber Monday.
Retailers made cut-price deals available online from midnight and many spent the night preparing to open their doors early to customers desperate to snap up discounted stock.
Staying home to shop online during Black Friday has become so big there has been a 5% reduction in the number of accidents and thefts on the day, says the motor insurance branch of the Co-operative.
Retail analyst Greg Bromley from Conlumino, said online and in-person shoppers were often after a different sales experience, adding: "Online shopping is more considered - you can compare the prices.
"The more impulsive buyer who just wants to look and see, those buying clothing, for example, will likely head to the department stores."
It is thought another reason for the increase in home shopping on Black Friday could be the sight of people fighting over electrical appliances last year.
The shop workers' union, USDAW, which reported a two-thirds increase in abuse and violence against retail workers on Black Friday 2014, is urging bargain-hunters to "keep your cool".
Police are asking stores to make sure they have adequate security measures in place.
Last year, Black Friday overtook Cyber Monday for the first time as Amazon UK's busiest day, when it sold more than 5.5 million items at a rate of 64 per second.
Visa Europe predicts shoppers will spend £721m online on its cards today, up from £616m last year.
However, consumer advocates are urging shoppers to exercise caution in the rush for bargains.
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