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Consumers divided their time between a variety of stores as the holiday season kicked off

Thanksgiving Day and Black Friday, collectively, marked the official start of the holiday shopping season. And shoppers were gobbling up deals from a variety of retailers—both online and brick-and-mortar—as they looked to snag the season’s hottest gifts.

Where shoppers spend their time

Despite plenty of early openings, store foot traffic peaks in the afternoon as shoppers split their time between electronics, toy, clothing, and department stores.

Mobile drives holiday shopping

Shoppers use mobile as their muse throughout the holiday season. They are searching throughout Thanksgiving and Black Friday as they prep their holiday gift lists.