The Thanksgiving weekend shopping results continue to come in, and signs indicate that as expected, traffic was up on Thanksgiving Day, while e-commerce sales hit new highs on Black Friday. Survey results from the NRF suggest that overall sales dipped by almost 3%, although ShopperTrak estimates that brick-and-mortar traffic and sales were both up 2.3% on Thanksgiving and Black Friday relative to last year. Unsurprisingly, e-commerce spending growth was much larger, with mobile appearing to have accounted for roughly 40% of online traffic and one-quarter of online sales.

The NRF survey indicates that close to 1 in 5 American adults shopped on Thanksgiving, up from about 15% last year.

According to comScore, desktop-based retail e-commerce spending increased by 15% year-over-year on Black Friday, reaching $1.2 billion. But Thanksgiving Day sales rose by an even greater 21%, to $766 million, as comScore notes that it is now the fastest-growing online shopping day over the past 5 years.

IBM’s figures were a little different, but still showed strong growth for both days. The IBM Digital Analytics Benchmark pegged year-over-year online sales growth at 19.7% on Thanksgiving Day and 18.9% on Black Friday.

Meanwhile, Monetate’s analysis of Black Friday shopping found traffic up 10.2% while revenues were up 54.2% on the back of more purchases (+30.6%) and higher average order values (+18.3%). Custora reports that Black Friday online shopping revenues increased by 16% year-over-year, and traffic by 4%.

Finally, Adobe Digital Index paints the rosiest picture, indicating that Thanksgiving online sales reached $1.06 billion, up 18% over last year, while Black Friday e-commerce spending hit a new record of $1.93 billion, up by more than 30% from last year.

Following are some categorized highlights from the weekend.

Mobile Commerce

On Thanksgiving Day and Black Friday, almost one-quarter of online sales occurred on a smartphone or tablet, reports Adobe, such that mobile commerce sales grew by 118% year-over-year. Adobe also reveals that the iPad ($417 million) drove more sales than the iPhone ($126 million) and Android phones ($106 million) combined.

Custora says that 37% of Black Friday orders were completed on a phone (23%) or tablet (14%) this year, up from 25% last year. The vast majority – 84% – of mobile orders occurred via Apple devices.

Mobile represented almost 40% of online traffic on Black Friday (24.9% smartphones; 14.2% tablets), per IBM, up 34% from last year. Meanwhile, mobile accounted for 21.8% of Black Friday online sales (up 43% year-over-year), with tablets driving twice as many sales as smartphones (14.4% vs. 7.2%), as tablet average order values ($132.75) were about 15% higher than smartphone AOVs ($115.63). In the OS breakdown, iOS beat Android in Black Friday traffic (28.2% vs. 11.4%), sales (18.1% vs. 3.5%), and average order values ($127.92 vs. $105.20). Finally, mobile devices accounted for 25.8% of online sales on Thanksgiving Day.

Black Friday revenue increases were greater on tablets (178.9%) and smartphones (127.2%) than on desktops and laptops (56.4%), reports Monetate.

ChannelAdvisor says that mobile traffic reached 39.6% of all online traffic on Black Friday, and 39% of traffic on Thanksgiving Day. Mobiles represented about one-quarter of total orders on those days, though smartphone conversion rates lagged desktop and tablet significantly.

Smartphones (21.2%) and tablets (18.5%) accounted for about 40% of paid search spending on Thanksgiving and Black Friday, finds Kenshoo, capturing 44.2% of search clicks. More than one-quarter of paid search-driven revenues derived from tablets (22.4%) and phones (4.4%), a 176% year-over-year increase.

Top Products and Retailers

The NRF survey results indicate that clothing and clothing accessories (57.5%) were the most popular items among Thanksgiving weekend shoppers, followed by electronics (37.7%), books, CDs, DVDs and video games (36.1%) and toys (34.5%).

Apparel and accessories have accounted for a leading 28% share of desktop-based retail e-commerce spending for the holiday season-to-date, says comScore, ahead of computer hardware (19%) and consumer electronics (7%).

Of the holiday shoppers who shopped through Black Friday and bought consumer electronics, 55% did so online, per the Consumer Electronics Association (CEA). 35% of shoppers bought a CE product, says the CEA, a figure quite consistent with the NRF results. Tablets were the most popular purchase, by 29% of CE shoppers, ahead of headphones (24%), video game hardware (21%), smartphones (19%) and laptop/notebook computers (17%).

Despite the surge in online shopping, a majority 54.2% of NRF survey respondents said they visited their favorite department store during the weekend, while many also visited discount stores (38.9%) and electronics stores (38.9%). As for e-commerce, 26.5% of holiday shoppers claimed to have shopped online on Thanksgiving Day, and 47.1% on Black Friday.

An analysis from Placed suggests that Walmart was the top brick-and-mortar shopping destination on Black Friday, with more than twice the share of shoppers as its closest competitor, Target. Rounding out the top 5 in-store destinations were Best Buy, The Home Depot and Lowe’s.

How about online? The most-visited online retail properties on Black Friday, according to comScore, were: Amazon; eBay; Walmart; Best Buy; and Target. In all, 66 million Americans visited an online retail site from a desktop computer that day.

ChannelAdvisor reports that eBay had the fastest year-over-year growth on Black Friday, up 38%, while Amazon sales were up 34.7% year-over-year.

Brick-and-click retailers are outselling online-only retailers by a 3:1 ratio so far this year, says Adobe.

Social Commerce

Facebook, Twitter and Pinterest combined accounted for less than 1% of online shopping on Black Friday, says Custora.

IBM reports that Black Friday shoppers referred from Pinterest spent 77% more per order on average than those referred by Facebook ($92.51 vs. $52.30). But, Facebook referrals converted at almost a 4 times higher rate than Pinterest referrals.

Amazon was the most mentioned retailer on social networks during Thanksgiving Day and Black Friday, reveals Adobe, closely followed by Walmart.

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