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Top100 websites: load times and unresponsive sites on Black Friday

This is an archived article - we have removed images and other assets but have left the text unchanged for your reference

Black Friday saw increased activity on the UK’s Top100 online retailers. We’ve graphed the average page load time of the Top100 and measured how many sites were unresponsive at some point.

This post covers Black Friday 27 November, 2015 – the 24-hour period. Perhaps you’ll also be interested in the Black Saturday, Black Sunday and Cyber Monday reviews

*Edit at 12.30am on Monday 30 November, 2015: this article previously stated that websites were ‘down’. This ambiguous terminology was queried by some readers and so ‘unresponsiveness’ is referred to and briefly defined in the updated version. All tests were conducted from a London-based server using a Chrome desktop browser. Our testing via does not take into account local caching or ISP caching, nor the customer’s willingness to wait. For more information on what constitutes a timed-out ‘unresponsive’ test, please see GTmetrix’ FAQ.

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