Every year Adobe released its online shopping data for Black Friday and Thanksgiving Day. This year the company announced that consumers will have spent a record $4.45 billion online by the end of the day. That’s $2.72 billion on Black Friday, 14$ more than in 2014 and $1.73 billion on Thanksgiving Day, a 25% increase year-over-year.

The five best selling electronic products on Black Friday were Samsung 4K TVs, Apple iPad Air 2, Microsoft Xbox One, Apple iPad Mini and Sony PS4. The five most popular toys were Lego Dimensions, Shopkin dolls, Lego Star Wars, Barbie Dream House and Lego Friends. Online doorbuster deals – products with limited quantity and available for a limited time – accounted for 40% of all online sales.

It’s no coincidence that all of these items are at the top of Amazon’s Top Sellers on the Black Friday Promotional page.

While mobile shopping saw strong growth with a 34 percent share of sales, the role of tablets continued to decline. Tablets drove 15% of sales on Black Friday, a 2% decrease YoY. Smartphones generated a record 22% share of sales, 70% more than in 2014. iPhones and iPads continued to drive the majority of mobile sales with 67% and 84% respectively.

Products sold online saw an average discount of 24%. Social media and display ads were the hidden gems for the highest online discounts, but less than 3 percent of consumers took advantage of them on Black Friday.

Adobe’s report is based on aggregated and anonymous data from 150 million visits to 4,500 retail websites and uses its proven predictive model to forecast the remaining hours of Black Friday. Adobe measures 80 percent of all online transactions from the top 100 U.S. retailers, more than any other technology company.* Seven dollars and fifty cents out of every 10 dollars spent online with the top 500 U.S. retailers go through Adobe Marketing Cloud. The tremendous volume of data puts Adobe in the unique position to deliver highly accurate, census-based online sales totals, pricing and product availability trends.

“US consumers have turned into digital shopping ninjas this holiday season as retailers continue to adjust to a huge influx of smartphone shoppers,” said Tamara Gaffney, principal analyst, Adobe Digital Index. “Heading into Cyber Monday, online only retailers will take center stage and we are still calling for Cyber Monday to be the largest online day of the year, breaking the $3 billion mark and representing 12 percent YoY growth.”