Internet price war launches in UK ahead of Black Friday Amazon.co.uk, the online retailer, will today cut prices by up to 40 per cent on around 1,000 items until Saturday as part of its Black Friday Deals Week. The sale is twice as big as a similar promotion last year. Black Friday is an American tradition that marks the beginning of the Christmas spending spree after Thanksgiving, which occurs this Thursday. Meanwhile Apple is reported to be running a money-off Black Friday promotion at the end of the week, according to Macworld magazine. Prices online are falling as retailers fight for consumers" cash. According to the Centre of Economics and Business Research (CEBR) online prices are falling at their highest rate for five-years. Shoppers are increasingly turning to the internet to do their shopping. Yesterday John Lewis, the department store retailer, said that online sales rose by 31 per cent last week. Total online sales in the UK rose by 14 per cent in October compared to the same month last year, according to new figures from industry association IMRG and Capgemini, the consultants. Christopher North, managing director of Amazon.co.uk, said: "Black Friday Deal Week offers millions of pounds of savings on hundreds of Christmas gifts as well as everyday essentials. From electric toothbrushes to the must-have video game or cookery book, it's a great opportunity for customers to make savings on things they want for themselves as well as gifts for others.