Thanksgiving Day on pace for record $3.7B in online sales

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According to Adobe Analytics' latest holiday shopping data, online shopping totaled $1.75 billion on Thanksgiving Day alone.

At Walmart, new "Pay with Me" scanners will be carried by some store employees, allowing you to pay for your items with a credit card or a mobile pay app, regardless of where you are in the store.

Black Friday, a period of heavy discounting which originated as a post-Thanksgiving sale in the United States, has divided retailers in the UK.

Many Black Friday sales and deals will continue into the weekend.

"I also have gone Black Friday shopping the past three years and midnight is insane so it hasn't been as insane as it normally is", said Melanie Harrington from Richmond.

But across the country, thousands of shoppers woke up before dawn the day after Thanksgiving to take part in this most famous ritual of American consumerism. It expects $38.0 billion will have been spent online between November 1 through Thursday, a almost 19 percent increase from a year ago.

It was 4:30 a.m. Friday morning when Tamera Johnson, 11, was standing before a big glass door at the Mall of America.

A new era of wall clocks

Target said early Friday morning that more shoppers shopped using the Target app, ordering more than double compared to previous year.

"Tomorrow, we go back to clubbing", she said. To avoid lines, customers can check out with certain employees throughout the stores.

While many lined up outside of Best Buy on Thanksgiving afternoon, the shopping didn't end then. "There's been a couple waves", she said.

"This is my first year going Black Friday shopping, so I'm really stoked about everything I got", said Courtney Cross from Richmond. Overall, shoppers bought such big ticket items as TVs, iPads, and Apple Watches. That would be an increase of 18.6 percent. Among the most popular toy deals were Lego, L.O.L. Surprise from MGA Entertainment and Mattel's Barbie.

"The promotional activity is relatively restrained so far this season", said Craig Johnson, president of Customer Growth Partners, which estimates that holiday retail sales will rise 5.1 percent to $701 billion. It said gamers picked up video game consoles like Nintendo Switch, PlayStation 4 and the Xbox One. But the figure is still healthy.

The Associated Press contributed to this article.

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