A total of 72% more UK retailers are taking part in Black Friday this year than in 2017, data from retail sales aggregator Lovethesales.com shows.
Among those joining the discount event for the first time are Jigsaw and Whistles, which previously shunned Black Friday Sales.
Data shows that there are currently 26% more Black Friday deals on offer than last year, and retailers have added more than 130,000 products to the Sales overnight.
Price cuts are deeper this year: the average discount is 37%, compared with 33% in 2017 and 30% in 2016.
A total of 51% of all retail products are currently discounted, and 82% of products will drop in price over the Black Friday weekend.