Black Friday online sales reach record $5 billion

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Black Friday online sales reached a record $5.03 billion, according to the latest numbers from Adobe, up 16.9% from last year.

Big sellers include Roku Inc. ROKU, -2.78%  devices, Hatchimals toys and the Nintendo 7974, +2.38% Switch.

“Conversion rates across all devices saw double-digit growth throughout Black Friday,” said Taylor Schreiner, director of Adobe Digital Insights.

Adobe forecasts online holiday sales will be $107.4 billion this year, up 13.8% from last year. The National Retail Federation expects a year-over-year increase in holiday sales of 3.6% to 4% for a total of $678.75 billion to $682.0 billion.

As of 10 a.m. ET on Small Business Saturday, online sales had reached about $320 million, 10% above last year, according to Adobe.

An Adobe study found that 49% of shoppers agree or strongly agree with a plan to support small business this holiday season.

As of 8 p.m. ET last night, mobile shopping set a new record, with $1.4 billion in revenue, according to Adobe. Of that total, $980 million in sales were on smartphones. Data showed that iOS users were outspending Android users with an average order value of $127 versus $112.

Amazon.com Inc. AMZN, +2.58%   devices, including the Echo and Fire tablets, were big sellers on Thanksgiving and in the early hours of Black Friday.

See: This $10 stuffed animal was a top seller on Black Friday

And don’t miss: Amazon Black Friday records push Jeff Bezos’s fortune past $100 billion

Mobile has been a major sales driver for retailers so far this extended five-day shopping period, and smartphone sales accounted for a record 46% of all retail website traffic on Thanksgiving day.

The long weekend hasn’t gone without a few hiccups, according to social media reports, with shoppers posting complaints on Facebook FB, +1.06%   about their experiences shopping at stores such as Walmart WMT, +0.22% Target TGT, -2.80% and Best Buy BBY, +0.90%

There were Black Friday reports of credit-card issues at Macy’s Inc. M, +2.13%   The retailer blamed overcapacity and said the glitch, which caused some credit-card transactions to take longer to process, was resolved, according to an ABC News report.

Read: Retailers are using your mobile phone to entice you this holiday season

Adobe expects Cyber Monday to be the largest online shopping day in history, with $6.6 billion in sales, up 16.5% year-over-year.

Experts there expect Cyber Monday to be a good day for deals on toys. Pet products and furniture and bedding are forecast to have the best deals on Giving Tuesday.

See: Wait until Cyber Monday to buy your toy gifts

The SPDR S&P Retail ETF XRT, -0.43% is down 11% for the past year while the S&P 500 index SPX, +0.21%  is up 17.6% for the same period.

Read: Mark Hulbert says investors can feel safe ignoring the Black Friday and Cyber Monday shopping reports