The Most Popular Time to Shop on Black Friday is Revealed

Rear view of woman with a hat walking on the city street and carrying shopping bags.Shopping in sale. Black Friday sale.

(Image credit: Getty Images)

published 28 November 2024

Every year, UK consumers eagerly await the launch of Black Friday in order to bag a bargain online and in store, and a recent study by voucher deals MyVoucherCodes has revealed the most popular time of the day Brits shop for Black Friday deals, with 9-10am being prime time.

Half (50%) of Black Friday shoppers like to shop in the morning, and half (50%) in the afternoon and evening. When it comes to the morning, 22% of Black Friday shoppers look for a bargain between 9-10am and 21% between 10 and 11am.

Swipe to scroll horizontally

Time of Day	% of Black Friday shoppers who tend to shop for deals
AM	Row 0 - Cell 1
12am-1am	3%
1am-2am	4%
2am-3am	2%
3am-4am	2%
4am-5am	2%
5am-6am	3%
6am-7am	10%
7am-8am	10%
8am-9am	15%
9am-10am	22%
10am-11am	21%
11am-12pm	6%
PM	Row 13 - Cell 1
12-1pm	3%
1-2pm	6%
2-3pm	10%
3-4pm	11%
4-5pm	9%
5-6pm	11%
6-7pm	13%
7-8pm	15%
8-9pm	11%
9-10pm	6%
10-11pm	2%
11-12pm	2%

Article sources

* These findings are from a study released by Sago between September 6th and 8th 2024 among a random selection of 2242 of GB adults ages 18+ who are online panellists of Sago’s Community. The results were weighted by age, gender, region, and ethnicity to match the population, according to Census data. For comparison purposes, a probability sample of this size has an estimated margin of error (which measures sampling variability) of +/- 2.5%, 19 times out of 20. Discrepancies in or between totals when compared to the data tables are due to rounding. Excerpts from this release of findings should be properly attributed, with interpretation subject to clarification or correction.
Sago is the global research and data partner that connects human answers to business questions. Combining a legacy of impact, global reach, and innovative spirit, Sago enables clients to solve business problems through extensive audience access and an adaptive range of qualitative and quantitative solutions.
For more information, please contact Rachel Mainwaring or Lisa Blake at Front Door Communications on rachel@fdcomms.co.uk or lisa@fdcomms.co.uk or call 029 20 020360. About MyVoucherCodes: MyVoucherCodes is a leading website for voucher, coupon, and discount deals based in the UK. It has around five million consumer members who receive daily emails featuring the best selection of deals, vouchers, and offers from fashion, beauty, restaurant, and electrical retailers, as well as many more. It works with more than 2,500 retailers to offer more than 25,000 vouchers or discount codes. MyVoucherCodes is operated by Future Publishing Limited.

Hi, I’m SJ. I’m the Beauty Editor and PR Executive here at MyVoucherCodes. As a qualified make-up artist, I've been able to share my knowledge on all things beauty and skincare with our readers so they not only look good and feel great, but save money. As a mum of three, I understand the challenges that families face, and making budgets go further is something I feel passionately about. My research and recommendations help families of all sizes shop better allowing them to enjoy the little luxuries in life. My work has been featured in many publications including The Sun, The Mirror, Netmums, and The Telegraph.

Outside of MyVoucherCodes, I'm a writer and interviewer for pop culture magazines like Buzz Magazine. I've chatted to celebrities such as Strictly's Johannes Redebe and poet Kae Tempest. It's certainly one of the best parts of my job. Over the years I've built a portfolio of work that shows the diversity of my writing, which gives me a breadth of knowledge and experience that I apply to my work every day.