Americans set a new online spending record on Black Friday this year, with consumers spending $10.8 billion. Sales were 10% higher than they were last year on Black Friday. Toy sales were up 622% compared to an average day of sales in the fall.

The data was gathered by Adobe Analytics. In a statement, Adobe Digital Insights’ lead analyst, Vivek Pandya said, “[c]rossing the $10 billion mark is a big e-commerce milestone for Black Friday, for a day that in the past was more anchored towards in-store shopping. … And with consumers getting more comfortable with everything from mobile shopping to chat bots, we have tailwinds that can prop up online growth for Black Friday moving forward.” 
One notable data point from this year’s shopping event is that 55% of online sales were done using a mobile device – a 12.1% increase over last year.