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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.

Store foot traffic jumped 65% on Black Friday compared to a typical weekend day in November.

30 minutes to 1.5 hours are typically spent in shopping malls on Thanksgiving Day.

15 minutes to an hour are typically spent in department stores on Thanksgiving Day.

20 to 45 minutes are typically spent in electronics stores on Thanksgiving Day.

15 to 45 minutes are typically spent in toy stores on Thanksgiving Day.

15 minutes are typically spent in clothing stores on Thanksgiving Day.

35 minutes to 1.5 hours are typically spent in shopping malls on Black Friday.

15 to 45 minutes are typically spent in departments stores on Black Friday.

35 minutes to 1.5 hours are typically spent in electronics stores on Black Friday.

20 minutes are typically spent in toy stores on Black Friday.

20 minutes are typically spent in clothing stores on Black Friday.

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.

8 p.m. is the peak time for mobile shopping searches on Thanksgiving Day.