Not Just Travel has claimed a 53% rise in Black Friday sales compared to the same day in pre-pandemic 2019.

Booking values were up 26% compared to Black Friday 2019, from an average of £3,311 to £4,183.

The performance led to the company reporting its busiest November on record.

Co-founder Paul Harrison said: “The last few days have been phenomenal. We continue to buck the national trend as our sales are soaring, despite the nation tightening its belt in other areas. 

“We’ve experienced the best August, September, October and November in our company’s history. 

“Even factoring in the rise in the cost of holidays since 2019, there are still fantastic deals to be had and our customers are choosing to spend more than ever on holidays.”

One of Not Just Travel’s most successful consultants on Black Friday, Palvi Harvey, said: “Black Friday was an immensely busy day this year as I juggled emails, texts, WhatsApp messages and phone calls. 

“It was a day of adrenaline and elation as the bookings rolled in. I booked holidays for customers to destinations such as Jamaica, Thailand, Dubai, Turkey and the Canaries.”