Let’s get real: Black Friday shopping, online and in stores, really starts on Thanksgiving and lasts all weekend. So it will be awhile before we know how the retail sector did this year. But one early indicator was positive: Shoppers spent $4.2 billion on Thursday, about 14.5 percent more than on Thanksgiving 2018, according to Adobe Analytics.

Adobe, which tracks purchases made on thousands of websites, said the top-selling items online were toys and products affiliated with the movie “Frozen 2,” L.O.L. Surprise dolls and toys, Amazon Fire TV products and Apple laptops.

Separately, the software company Salesforce projected that online sales would reach $7.4 billion in the United States on Friday alone, about 16 percent more than last year, and $40 billion globally, about a 24 percent increase.

The company found that more people had started their Black Friday shopping early by looking for deals online on Thanksgiving, and 60 percent of those digital orders were placed on mobile phones.

At Costco, the website was slow so the store extended one-day online deals intended for Thanksgiving into Friday. “The website is currently experiencing longer than normal response times,” Costco wrote in a banner across its home page. “We apologize for any inconvenience.”

— Jacey Fortin