Traffic at stores declined on Thanksgiving Day and into the wee hours of Black Friday analysts say, though executives at major retailers were pleased with the turnout.

“We believe Thanksgiving shopping was a bust,” said analysts at SunTrust Robinson Humphrey in a note. They conducted channel checks in the New York metro area, New England and the Southeast region starting on Thanksgiving Day and throughout the night into Black Friday.

SunTrust said specialty retail and apparel team members who went to malls “had no problem finding parking or navigating stores” and “there seemed to be more browsing than buying and less items purchased.”

This was also true at Wal-Mart Stores Inc. WMT, -1.67% and Target Corp. TGT, -1.99% stores, with lines at about half of what they were last year. Kohl’s Corp. KSS, -3.21% was the exception, SunTrust analysts said, with many customers looking for items that weren’t available on sale online.

Among individual merchandise categories, tech was a big winner.

“Electronics ruled supreme once again with customers focusing on door buster deals on TVs, soundbars, cell phones, tablets and Apple,” SunTrust said.

See also: How to shop for electronics on Black Friday

SunTrust said that Aeropostale Inc. US:ARO, which was among the most promotional of retailers with 50% to 70% off everything, was also a Thanksgiving and Black Friday winner. Others include Abercrombie & Fitch Co. ANF, -0.27% , American Eagle Outfitters Inc. AEO, +1.14% , Kate Spade & Co. US:KATE, and Old Navy GPS, -0.95% . Gap and New York & Co. Inc. US:NWY were among retailers they labeled “early losers.”

See also: Retailers are counting on Black Friday after lackluster third-quarter earnings

At the Mall of America in Minneapolis, the largest in the country, Edward Yruma, managing director at KeyBanc Capital Markets, said he’s seeing less traffic than years past as well. He was there from 6 p.m. to 1 a.m. last night and arrived again at 8 a.m. this morning.

“It doesn’t look much busier than an average Saturday morning,” said Yruma.

He also said that Abercrombie and Old Navy are looking good, but overall believes that apparel has taken a hit, as has mall traffic.

“It does seem like there’s a little bit of a shift away from apparel,” he said. “But clearly consumers are opting to buy more from e-commerce and that’s making it harder on the mall.”

See also: What the death of the American mall means for investors

Both Wal-Mart and Target say Thursday shopping got Black Friday off to a good start.

“Tens of millions of customers visited our digital and physical aisles to pick up video games and systems, televisions, movies and toys, many of the top items sold both on Walmart.com and in stores,” said Steve Bratspies, chief merchandising officer, Wal-Mart U.S., in a statement.

Target, which began discounting electronics items last Sunday, didn’t give sales figures, but said things like Apple iPads and televisions were doing well, in a release.

The National Retail Federation’s Preliminary Thanksgiving Weekend Survey found that of the consumers who plan on shopping during Thanksgiving Day weekend, 73.5% said they would do so or plan to on Black Friday. The trade group expects 135.8 million U.S. shoppers between Thanksgiving and Sunday.