The average value of the homeworking agency’s Black Friday sales were also up by more than a quarter compared with 2019 from £3,311 to £4,183, which Not Just Travel said reflected a trend for consumers to trade up on – and "invest more in" – their post-Covid holidays.

Total Black Friday sales were up 53% on 2019 levels making 2022 the agency’s biggest Black Friday ever, and November its busiest on record – its fourth consecutive "best month" in the company’s history.

Co-founder Paul Harrison said Not Just Travel’s Black Friday follow-up sales were also "phenomenal", running to "nearly double" the agency’s usual sales per day despite distractions such as the World Cup.

"Normally, when there is a large sports event such as the FIFA World Cup, sales go to the floor," said Harrison on Wednesday (30 November). "But yesterday, they went through the roof.

"The last few days have been phenomenal. We continue to buck the national trend – 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."

’Day of adrenaline’

Harrison said the figures underlined Not Just Travel’s decision to shift focus from "quantity to quality" after investing in tools, training, staffing and technology to help its consultants increase their average booking values in a tough economic climate.

"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," added Harrison.

Not Just Travel consultant Palvi Harvey said she juggled emails, texts WhatsApp messages and calls to make a success of Black Friday. "It was a day of adrenaline and elation as the bookings rolled in," she said after booking clients to Jamaica, Thailand, Dubai, Turkey and the Canaries.