New research carried out by Littlewoods Ireland has found that five times more Irish consumers shop online at midnight or just after on Black Friday than any other day of the year.
The study finds that Black Friday revenues grew by 218% over a two-year period with 2016 expected to be another record breaking year.
The study, which analysed almost 250,000 online sessions, finds that ecommerce revenues have tripled year on year as Irish consumers get into the Black Friday shopping habit.
Commenting on the research, Ecommerce & Marketing Manager at Littlewoods Ireland, Rossa Butler said, "Black Friday has become a hugely significant shopping event. Our data suggests that the savvy shopper plans their Black Friday and Cyber Monday shopping well in advance to get the best online deals."
He added, "The phenomenal growth in revenue year on year emphasises the importance of online retailers implementing a Black Friday and Cyber Monday specific marketing plan."