Black Friday UK online sales before 7am were up 78% on last year, reports data firm Loqate.
Loqate is tracking transactions throughout the day. The rush peaked between 6am and 7am when the number of sales jumped 60% from the previous hour.
More than half of the purchases took place on mobile, marking the first year that Black Friday mobile sales have overtaken desktop.
Spending on phones and tablets accounted for 68% of total sales this morning as some retailers are offering special mobile-only discounts.
“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,” Matthew Furneaux, global commercial director at Loqate, said. “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.”