Online sales volumes have dropped so far on Black Friday following a sluggish start to the promotional frenzy.
According to data from PCA Predict, sales fell 2% between midnight and 1pm today compared to the same day last year.
Figures revealed that mobile phones and tablets were the most popular shopping devices between midnight and 1am, but PCs were the most-used method of purchase between 10am and 11am.
PCA Predict, which tracks the number of delivery address look-ups made by consumers in the checkout process on websites, said the peak minute for purchasing was 10.58am.
Chris Boaz, head of marketing at PCA Predict, said the 2% fall in sales so far today was “primarily because of prolonged sales periods in the run-up to Black Friday”, as more and more retailers spread their promotional activity out across longer periods.