Americans really took off on a post-Thanksgiving shopping marathon this year.
According to data from Adobe Analytics, which tracks retail transactions, shoppers spent a record $10.8 billion online on Black Friday. That's over 10% more than last year and more than double what consumers spent in 2017.
Between 10 a.m. and 2 p.m. on Friday, Americans spent $11.3 million online every minute, Adobe said.
While consumers were enticed by early deals in the days leading up to the Thanksgiving holiday, Black Friday continued to reign as one of the biggest days of the season with in-store and online retail sales increasing by 3.4% year-over-year, according to Mastercard SpendingPulse.
Online sales were up 14.6% from last year, while in-store sales grew less than 1%, per the report.
Online shoppers spent nearly four times as much on Black Friday as on a typical day this year, driving ecommerce sales up 5% over last year, data from commerce protection company Signifyd showed. Leading up to Black Friday, consumers spent twice as much online as they would have on a typical day.
While opening their wallets, the data shows shoppers are being more strategic with their spending this holiday season, prioritizing promotions that they believe hold the greatest value. Shoppers have been drawn to deep discounts on electronics, clothing, jewelry and sporting goods.
"Our real-time insights show that consumers are comfortably in the gift-giving spirit as price reductions and deals occur across sectors, supporting budgets for holiday shopping," Michelle Meyer, chief economist for Mastercard Economics Institute, said in a statement.
Despite record spending on Black Friday, Cyber Monday is expected to generate even bigger sales for online retailers.
Cyber Monday has become the biggest online shopping day of the year, thanks to the deals and the hype the industry has created to fuel it. Adobe Analytics expects consumers to spend a record $13.2 billion on Monday -- 6.1% more than last year.