The Black Friday discount period in the UK – this year – extends up to a month for some retailers. Only 44% of total Black Friday’ purchases were made on the Friday itself, with the remaining purchases spread out over the wider ‘Black Friday’ period which varied greatly by retailers and by product category.

During Black Friday period, 46% of purchases have been done through a desktop browser, while only 18% have made by using mobile internet. Electronics, women’s and men’s clothing are the top three categories purchased on Black Friday with rates of 20%, 19% and 11% respectively.

It worth to be mentioned that, 49% of Black Friday purchases were motivated by price and 38% of respondents – who have made Black Friday purchases – made also comparisons with competitor’s prices or used price comparison websites. Moreover, 77% of those used the retailer’s online channel, including mobile.

Graph Shows the Top Purchased Black Friday Items in UK, 2017