Even as some American shoppers kept to tradition and headed off to the malls in person this Black Friday, spending remained brisk online.
Analysts at Adobe Analytics say shoppers have spent $640 million U.S. online as of 10 a.m. EST Friday, up 18.4% from last year. It's Adobe which tracks 80% of online transactions at the top 100 U.S. retailers.
The strong start to Black Friday continues what has already been a strong online shopping season, buttressed by a strong stock market and consumer confidence.
Adobe goes on to say, on each of the first 22 days of November, more than $1 billion in revenue was rung up online
On Thursday, U.S. thanksgiving evening, up until 5 p.m. EST, shoppers spent more than $1.52 billion, up 16.8% from 2016.
Cyber Monday, the Monday after Thanksgiving, is expected by the data tracker to be the largest online shopping day in history, with an expected $6.6 billion in sales. In all, online holiday spending is expected to generate $107 billion in sales. That's an increase an increase of 14%.
