The hits just keep coming.

After touching a new sales record of $3.34 billion on Black Friday, shoppers continued to take advantage of retailers' steep discounts on Cyber Monday, pushing the reigning king of online shopping days to another all-time high.

Sales on Cyber Monday increased 12.1 percent over the prior year, to $3.45 billion, according to Adobe Digital Insights. That handily topped the firm's projection for 9.4 percent growth, despite greater-than-expected sales on Black Friday.

The lift quelled concerns that consumers had simply shifted some of their purchases to Thanksgiving week, and showed a growing consumer appetite for scooping up deals online. It was also enough to make up for a slowdown in spending surrounding the election, causing the firm to maintain its season-long online sales forecast of $91.6 billion. That would represent 11 percent growth.



Adobe's figures were released at roughly the same time as The Conference Board's latest reading on consumer confidence, which reached its highest level in more than nine years in November.

"It's an incredible milestone, but it's also incredible that Black Friday inched so close to Cyber Monday this year, generating only $110 million less in online sales," Tamara Gaffney, principal analyst at Adobe Digital Insights, said in a statement. "We'll be watching this closely next year as Black Friday could be the one to top the records."

Adobe's data measures 80 percent of all online transactions from the top 100 U.S. retailers.

