A shopper leaving a Target store on Black Friday. Reuters Target had its biggest online shopping day ever on Thanksgiving.

"Demand outpaced 2014's record Thanksgiving performance, making it Target's biggest day for online sales yet," the retailer said in a release.

The record-breaking sales online were driven by three items: the Apple iPad, the Apple Watch, and the Wii U gaming console, the company said.

Target sold nearly all of its Black Friday doorbusters online beginning Thanksgiving morning. Because of the promotion, the brand saw a 35% increase in customers picking up items in stores.

Analysts at SunTrust said Thanksgiving Day shopping was a "bust" this year, citing visits to shopping malls in the Northeast and the southeastern US. This could indicate that more consumers are shopping online instead.

"We note that traffic seemed below last year both on- and off-mall," the analysts write. "Members of our team who went to the malls first had no problem finding parking or navigating stores. Crowds were tame and, with some exceptions there seemed to be more browsing than buying and less items purchased."