ALSO READWhat turns Black Friday shoppers into raging hordes? European retailers chase shoppers with Black Friday offers to boost sales Prime gives Amazon an edge in battle with Flipkart Prime subscriptions grow four times during Amazon's festive sale Black Friday deals lure few early US shoppers, many buy online
According to Adobe Digital Insights mobile transactions were "hitting record highs".
"The big story this holiday season is in mobile shopping," CNBC reported, quoting Mickey Mericle, Vice president of Adobe's Marketing and Customer Insights division.
According to Adobe Insights, 61.1 per cent of shoppers' visits to retailers' websites were for mobile devices, including smartphones and tablets.
"Brands and retailers will offer an array of great deals on electronic devices.
Those that we expect to lure consumers the most will be headphones, tablets, fitness bands, smartphones and TVs. We also expect smartwatches, VPA-enabled speakers and smart headphones to fuel demand," Annette Zimmermann, Research Vice President at Gartner for Black Friday, said in a statement.
For several years now, Black Friday has become a driver of sales in Europe, both in online and offline commerce.
"We see this trend in many European countries, including the UK, Germany, France and Italy, where Black Friday and Cyber Week have become well-known terms for shoppers," Zimmermann added.
Gartner expects sales of smartphones to total 1.57 billion units in 2017, up 4.9 per cent from 2016.