Mobile conversion rates for Black Friday will increase this year acording to a new report.

More people will shop on mobile than desktop this holiday season for the first time ever, according to a new report by marketing technology known firm. Conversion rates on mobile have grown faster than on any other device over the past three seasons. Mobile conversions for Black Friday are expected to outpace desktop conversions for the first time this year.

Shopper engagement continues to increase, with average page views per visit on Black Friday increasing by 114% since 2015, and Cyber Monday page views per visit increasing by 111% in the same period.

The retail conversion rate for Black Friday and Cyber Monday 2019 will increase by 29.7% from 2018. The conversion rate on Black Friday alone is expected to be 22.8% higher than 2018, while the conversion rate for Cyber Monday is anticipated to increase by 36.2% over 2018.

Retailers are responding to this migration to mobile by revamping their apps and mobile-responsive websites. A Canadian fashion retailer launched its first mobile app last month and made it available in four languages. The app provides recommendations based on customers’ previous purchases.

Black Friday peak browsing takes place at 11 a.m., with peak buying hours between noon and 9 p.m. Peak browsing and buying takes place on Cyber Monday in the 9 p.m. hour. A recent report also indicated that the post-work hours on Cyber Monday are especially important. That report said the 7 p.m. to 11 p.m. Pacific Time block drives 30% of Cyber Monday revenue, with conversion nearly doubling during that period.

As consumers recognize that Black Friday deals aren’t just for the in-person early birds anymore, the late-morning and lunchtime peak online shopping time seems more fitting for shopping from the comfort of home.