Black Friday to see “peak on top of peak” online traffic this year says Google

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Google Cloud is preparing for “peak on top of peak” sales from US retailers as the industry prepares for huge spikes in online traffic this Black Friday season.

Google Cloud’s head of retail and consumer Carrie Tharp said that retailers’ new reliance on their online operations have led it to anticipate runaway sales this holiday season.

READ MORE: Google Cloud: How retailers are innovating for the “new normal” of the future

The tech giant’s cloud computing arm, which provides the framework for swathes of retailers’ ecommerce platforms, generates revenues based on site traffic.

Retailers including Kohls, Wayfair use Google Cloud to power their online operations, and often ask the tech giant months in advance of the holiday shopping season to ensure its servers can handle the anticipated spike in traffic.

Speaking to Reuters Tharp said its usual growth models have been scrapped and the company is preparing for record traffic and therefore revenues.

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