Data from Peerius reveals that Black Friday traffic on mobile devices surpassed desktop for the first time (55 per cent vs 45 per cent) as shoppers took advantage of deals during their working hours.

The data is calculated from the company’s client transactions on Friday, which includes the likes of Topshop, Topman, The White Company, notonthehighstreet.com and Superdry. 9am was the peak time for traffic as shoppers browsed the bargains at the start of the working day – an 87 per cent increase on Black Friday 2013. Breaking down the mobile device traffic, smartphone (34 per cent) traffic was higher than tablet (21 per cent). There was a 50 per cent increase in online traffic compared to Black Friday 2013 and a 133 per cent increase in revenue compared to last time around.

Yusuf Rahman, head of analytics and optimisation, Peerius, says: “As Black Friday coincides with the last paycheck before Christmas, shoppers want to ensure that they buy their presents at the right time, on the right device and for the right price. While there were several reports of website outages from leading High Street retailers, with the spike in mobile traffic listed as a reason. Despite this, our data shows smartphone users are then most likely to complete their purchase on a different device. However, as they enable consumers to be ‘always connected’, retailers need to take this opportunity to become ‘mobile first’ to keep up with consumers’ growing appetite for searching, shopping and sharing.”

Share Story: