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… with shoppers staying up late to bag midnight bargains when Black Friday starts

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Daily deals website, Wowcher, broke its own Black Friday and Cyber Monday sales records, with sales revenue was up 14% on the previous year, while Cyber Monday sales were up 9%, with shoppers staying up late to snap up an early bargain.

Sales volume was significantly higher this year compared to last year; at the peak of Black Friday at 8-9pm, Wowcher customers were purchasing 128 units per minute, up from 48 units per minute at peak in 2018.

Notably, Wowcher also saw a jump in sales just after midnight between 00.01am and 1am at the very start of Black Friday, with sales of units up 94% on the previous hour and almost double those of the same period in 2018.

“In the past when there were significant seasonal sales, there’d be queues on the street waiting for shops to open. This year, we’ve seen a marked increase in savvy shoppers staying up late on the eve of Black Friday to take advantage of Black Friday offers the minute that the clock strikes midnight,” explains Karen Kemble-Diaz, chief operating officer at Wowcher.

The biggest selling categories this year were electronics, beauty and travel, with the Wowcher Black Friday Mystery Deal being the most popular selling item by volume, followed by a kids drawing and colour pad.

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