Sales via smartphones set a new record, according to Adobe’s Thanksgiving alert with $254 million in sales via mobile devices by early Friday morning.

Smartphones and tablets drove 29 percent of total online sales, 8 percent more than in 2013. But smartphones are the more popular device with shoppers as sales from tablets were flat to down approximately 2 percent over last year, noted the Adobe report.

Mobile traffic accounted for 52 percent of all online traffic, an increase of 22.4 percent year-over-year, and mobile sales were 32.3 percent of all online sales, an increase of 25.4 percent, according to the IBM Digital Analytics Benchmark report. Apple iOS led the way in mobile shopping this holiday season, outpacing Android in average order value, online traffic and online sales.

More than 25 million shoppers downloaded Walmart’s Black Friday app, and 20 million customers used their local store maps on Walmart.com, Laura Phillips, senior VP of merchandising, Walmart U.S.

Thanksgiving Day was Walmart’s second busiest day for online sales ever, while at Target the number of orders and sales increased more than 40 percent over last year, making it the retailer’s biggest online sales day ever. The most growth in traffic and sales came from mobile.

“Tablets, TVs, sheets, children’s apparel and video games were the top five categories of the night in our stores,” according to Laura Phillips, senior VP of merchandising, Walmart. U.S.. Electronics were among the most in-demand products, and the best deals, across all stores in the early hours at Walmart, Target, Best Buy and others, were for large screen TVs at some of the lowest prices ever tracked by deal sites.

The early sales report for Black Friday are equally encouraging and Amazon is reported to kick-off Cyber-Monday deals. According to a report, “Amazon will kick off deals on Saturday Nov. 29, and will add new deals as often as every 10 minutes.

The promotion schedule is part of Amazon’s eight days of savings that will include deals of the day on Cyber Monday itself.” As per the Cyber Monday Deals website Amazon will update the deals as often as every 10 minutes.

Cyber Monday Deals Week Starts Today
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Source: Fierce Retail, Amazon