US shoppers used their mobile phones, laptops, desktops and other devices to make roughly $10.8 billion in purchases online on Black Friday, an updated tally from Adobe Analytics showed.
Black Friday, the day after American Thanksgiving, marks the official start of the Christmas shopping season for retailers and competition has intensified among retailers to win every penny-pinched shopper seeking discounts.
Increased online shopping potentially favours e-commerce giants such as Amazon.com and Walmart.
Walmart, which operates 4,700 US stores, has invested heavily in store-to-home deliveries for the shopping season to boost e-commerce.
US spending online on Black Friday rose 10.2%, said Adobe, which keeps track of devices that use its software to help power more than 1 trillion visits to US retail sites.
Top selling merchandise online included makeup, skincare and haircare products, as well as bluetooth speakers and espresso machines, Adobe said.
Online sales of toys rose 622% compared to average daily sales in October, while jewellery sales rose 561% and appliances spiked 476% compared to October, it added.
Department store chains such as Macy's and Kohl's as well as big-box retailer Target could see muted sales this season, which is shorter with only 26 days between Thanksgiving and Christmas.
In 2023, US shoppers spent $9.8 billion online on Black Friday, and in 2022, they spent $9.1 billion, Adobe said.
