Retailers sold an average of 307% more on Black Friday 2018 than they do on a typical day, according to insights from Bluecore, a retail marketing technology company.

Bluecore reports that 57 percent of Black Friday 2018 purchases were made by first time-buyers and predicts that more than 21% of these new customers will become repeat buyers.

Bluecore, which currently manages more than 500 million unique customer IDs, and a cumulative product set larger than Walmart and rivaled only by Amazon, looked at shoppers’ behaviors and purchases across 161 retailers in multiple retail categories.

Tech customers waited until Black Friday to buy

On Black Friday 2018, jewelry, apparel and footwear retailers saw the largest percentage of first-time buyers with 69% of jewelry customers, and 68% of footwear and technology customers, waiting until Black Friday to make an initial purchase from brands from which they hadn’t previously purchased.

According to the report, “Despite substantial new customer gains, jewelry and apparel retailers saw less of an increase in website traffic (compared to average daily traffic) than they did on Black Friday 2017:

Jewelry retailers experienced a 114% increase in traffic on Black Friday 2018 (compared to a 210% increase in traffic on Black Friday 2017).

Apparel retailers saw a 162% increase in traffic on Black Friday 2018 (compared to a 186% increase in traffic on Black Friday 2017).”

Repeat Buyers: In 2018, more than 21% of Black Friday 2017 customers became repeat buyers within an average of 94 days after their initial purchase, with an average of 1.7 orders in 2018. Nearly 6% of first-time customers on Black Friday 2017 purchased again on Black Friday 2018.

“Though retailers see a significant number of first-time customers on Black Friday, the winners will be those that are able to convert these new shoppers into valuable long-term customers. Even more significant than total Black Friday sales numbers is the number of first-time buyers that become repeat buyers over time,” said Rob Holland, COO, Bluecore in a statement.

He added, “This year we saw an average of 57% of purchases coming from new customers. We expect that more than 20% of these new customers–who often convert in response to higher-than-average discounts–will become second-time buyers in 2019, and will buy in response to lesser (or no) discounts.”