Black Friday got off to a strong start in the UK , with online transactions up 78 per cent compared to last year by 7am, according to figures from data group Loqate.
Retailers will be hoping the day of discounts can boost sales amid a gloomy market.
Debenhams chief executive Sergio Bucher said Black Friday was the “starting gun of the Christmas campaign", and said despite heavy discounting, companies can still make a profit.
He told the BBC that Debenhams will sell around four times as much on Black Friday as on a normal Friday, and added: “Yes, customers are going to be coming to stores, and they'll buy some discounted product, but they'll also buy some full price product, they'll be having a coffee, eating a piece of cake, drink gin and tonic - I think it's a great shopping trip.
“It is one of our biggest days of the year.”
Bargain hunters opted to use smartphones and tablets to make their purchases over desktop computers, at 62 per cent versus 38 per cent.
For the first year ever, Loqate said, smartphone transactions accounted for more than half of the online shopping activity, reversing last year’s trend which saw desktop dominating. The group said this indicated a younger demographic was participating in Black Friday shopping.
Matthew Furneaux, global commercial director at Loqate said: “This is the year that mobile really takes over online retail. As Black Friday kicks off with a very early start, success for retailers is becoming increasingly tied with their mobile offer. Consumers are voting with fingers and thumbs.
“Making it easy for customers to buy on mobile will be the key determinant not just for a good Black Friday, but for a good Christmas and even medium-term survival.”
