Best Buy’s website seemed to be back up and running at around 6:30 a.m. Hawaii time, after going down for more than an hour Friday with a message that read, "WE’RE SORRY."

"A concentrated spike in mobile traffic" prompted the company to shut down BestBuy.com so it could restore full performance, said Best Buy spokesman Jeff Shelman in an email.

Last week, Best Buy CEO Hubert Joly had said he expected competition for shoppers to be "intense." He forecast flat revenue for the fourth quarter.