It’s never too early. Black Friday, more so than ever, now officially starts at midnight.

Pre-6am traffic for Black Friday 2017 was up 300% on a typical day - sitting at 40% higher than Black Friday 2016.


  • Midnight was the biggest spike, with twice as many shoppers (+103.95%) hitting the Vouchercloud website between midnight and 1am as last Black Friday - and 277% more than on a typical day.
     
  • People also wake up earlier for Black Friday deals - traffic between 6am and 7am was up a massive 442% on a typical day.
     
  • Shoppers tended to stay up later, too - traffic between 10pm and midnight was up 55% compared to Black Friday 2016.

Vouchercloud data has shown that more shoppers than ever stayed up late - and clocked in early - to get their Black Friday bargains, with traffic pre-6am up 40% on last Black Friday - and up a whopping 300% on a typical November day.

Traffic between 10pm and midnight on the Thursday was just as frantic, with 85% more shoppers checking in to catch the deals as they went live - and trying to catch deals early before popular items sell out on Black Friday.

With some retailers having struggled to meet with demand - GAME and Very sold out of the Nintendo Switch by half 8 on the morning of Black Friday - it seems like the early bird did catch the worm.


Black Friday 2016 Compared to Black Friday 2017

 

Black Friday 2016 Compared to Black Friday 2017

20:00

+84.13%

21:00

+28.40%

22:00

+49.02%

23:00

+65.52%

00:00

+103.95%

01:00

+29.82%

02:00

+43.68%

03:00

+45.02%

04:00

+34.63%

05:00

+5.88%

06:00

+20.29%


Typical Day Compared to Black Friday 2017

 

Black Friday Traffic Compared to Typical Day

20:00

+52.40%

21:00

+58.80%

22:00

+78.11%

23:00

+98.52%

00:00

+277.41%

01:00

+264.90%

02:00

+240.86%

03:00

+222.12%

04:00

+227.69%

05:00

+353.57%

06:00

+442.59%


Data

Figures are calculated based on visitors to the Vouchercloud website pulled from Google Analytics, based on Black Friday 2016, Black Friday 2017, and a typical day across November 2017.