People aren’t just filling their plates this Thanksgiving weekend, it looks like their online shopping carts are filling up as well.
Black Friday online shopping this year is on track to break record sales of $10.7 billion to $11 billion, according to Adobe Analytics, which tracks U.S. e-commerce data.
As of Friday afternoon, spending on online shopping was up more than 8% compared to last year, according to Adobe.
A person makes a purchase on a mobile app in this stock photo.
Alistair Berg/Getty Images
The record pace of Black Friday shopping comes on the heels of a record-setting online shopping spree on Thanksgiving itself, the analytics firm said. Consumers spent a record $6.1 billion online on Turkey Day, up nearly 9% from a year ago, according to Adobe.
What are people buying this Black Friday?
Adobe said the deep discounts are likely driving online spending, including discounts on toys of more than 27% off list price. Toys have seen a 178% increase in online Black Friday sales so far compared to the average day in October.
Other popular Black Friday items include makeup and skin care sets, LEGO sets, “Wicked” toys, Bluetooth speakers, TVs, patio heaters and air fryers, according to Adobe.
Increasingly, online shopping is done on smaller screens. More than half — 57.6 percent — of all Black Friday online sales were on mobile screens, according to Adobe. Up from last year’s 55.5%.
