SAN JOSE, Calif. – Adobe released its 2016 online shopping data for Thanksgiving Day and Black Friday, showing that Black Friday became the first day in retail history to drive more than $1 billion in mobile revenue at $1.2 billion, a 33% growth year-over-year.

According to Adobe, more than $5 billion was spent online by the end of Black Friday, a 17.7% increase YoY. Black Friday set a record by surpassing $3 billion for the first time and reaching $3.34 billion (21.6% growth YoY), while Thanksgiving accounted for the remaining $1.93 billion.

Mobile drove the majority of visits to retail websites on Black Friday at 55% (45% coming from smartphones, 10% from tablets), while accounting for 36% of sales (25% smartphones, 11% tablets). Large retailers have seen twice the growth in online sales compared to small retailers since the beginning of the season. Retailers that have invested in mobile, email and social have seen 30% more sales on average and 25% higher average order values.

“Shoppers hit the buy button at unprecedented levels as conversion rates were up nearly a full percent across all devices in the evening hours on Black Friday,” said Tamara Gaffney, principal analyst and director, Adobe Digital Insights. “With the full day total coming in at $3.34 billion, Black Friday may have just dethroned Cyber Monday's position as the largest online shopping day of the year. Shoppers are still buying at higher than expected levels in the early morning hours of Small Business Saturday.”

Mobile conversions improved over holiday averages, with smartphones at 2.4%, tablets at 4.6% and desktops at 5.5% (compared to holiday averages of 1.3%, 2.9% and 3.2%, respectively). The average order value on iOS smartphones ($142) was higher compared to Android smartphones ($130).