Interest in Black Friday has dipped below last year for the first time in the lead up to the biggest shopping event of the year.
The deals day was on track to surpass last year, however, on the 20 November, the amount of search traffic generated by the day slipped below 2014 according to Google trends data.
While the date falls on two different days, a Friday this year and Thursday last year, interest in the day steadily increased in 2014, while in 2015 it has fallen, from the Thursday to the Friday – the latest date for which data is available.
*Blue= 2015, Red= 2014
Interest this year has been greater than last year throughout October and into November, had been broadly tracking the same – until now.
Read more: Why we can't wait for Black Friday
The dip could fuel fears that interest in the day is waning among shoppers as some retailers also pare back their offers.