Fresh Relevance, the marketing hub for online retailers, has reported research indicating that this is probably the last year when marketers need bother with Cyber Monday (28th November), as both retailers and shoppers focus on Black Friday promotions.

The Black Friday frenzy began this year on the previous Sunday (20th November 2016) and built through Black Friday Week, as many brands released offers early. Online traffic on Black Friday 2016 was very similar to last year, at about 224 per cent of normal levels with volumes also remaining raised afterwards. Fresh Relevance is expecting traffic to remain 10 per cent higher than normal in the run up to Christmas, in line with 2015.

Mike Austin, CEO of Fresh Relevance said, “it’s amazing to recall that only two years ago, Cyber Monday had more traffic than Black Friday. Yet, now shoppers seem firmly fixated on Black Friday Week and Cyber Monday has faded away. With all the changes in the UK this year it is clear that the appetite for a Black Friday deal remains strong.”

Fresh Relevance compiled the data based on billions of page views across its client-base in the UK and US.