High street footfall on Black Friday was down 4.2% on last year, as consumers made the most of online offers instead.
Footfall was down 3.6% year on year across all locations, including shopping centres and retail parks, data from research firm Springboard shows. Meanwhile, footfall on Saturday dipped by 0.9%.
Springboard said consumers have learned that the discounting continues into the weekend.
Despite the lower footfall, Barclaycard has estimated that spending was up 8% on Black Friday thanks to online sales.
In the week leading up to Black Friday, the volume of online transactions was up 11.3% as retailers began discounting early, The Telegraph reports.