American consumers used their mobile phones, laptops and desktop computers and other devices to spend nearly $10.8 billion in online shopping on Black Friday, according to a report from Adobe Analytics.

Black Friday, which follows the American Thanksgiving Day, marks the official start of the holiday shopping season for retail, and the competition heats up among stores to win over every potential shopper looking for the best deals.

Increased online shopping likely favors e-commerce giants like Amazon.com and Walmart. The latter chain, which operates 4,700 stores in the US, invested heavily in home delivery for the holiday season in order to boost its e-commerce business.

Online spending on Black Friday was up 10.2%, Adobe said.

Corey Coscioni, 58, said he scoured the internet as well as in stores on Black Friday, looking for “gifts for everyone: my wife, my daughter and myself.”

The top-selling merchandise online included makeup, facial and hair care products, as well as bluetooth speakers and espresso machines, Adobe said today.

Online sales of games soared 622% compared to average daily sales in October, while jewelry sales rose 561% and home appliances saw a 476% increase compared to October, it added.

In 2023, US consumers spent $9.8 billion online on Black Friday and $9.1 billion in 2022, Adobe said.