Public Relations & Social Marketing Insight

The migration of consumers from stores to online shopping over the crucial Thanksgiving-Black Friday weekend continued dramatically this year, adding to the pressure on brick-and-mortar retailers as they seek to compete with Amazon.com.

A survey released by the National Retail Federation on Sunday estimated that 108.5 million Americans shopped online over the long weekend that kicks off the holiday shopping season in earnest, well above the 99.1 million who hit stores.

Last year, the numbers were about even for both avenues of shopping.It’s not a surprising finding given that Target  tgt and Kohl’s  mss , among others, reported record online sales on Thanksgiving.

Adobe said online shopping not only eclipsed the $5 billion mark for Thanksgiving and Black Friday, but told Fortune that U.S. online sales from Thursday to Saturday rose 17.3% to $7.23 billion. Many retailers, including Walmart, began their Black Friday deals online right after midnight on Thanksgiving morning....

Adobe Digital Insights predicts 2016 online sales will be up 11% and shoppers will be out earlier than ever. 55% of US and UK retailers say Amazon will drive the majority of their holiday sales this year according to research by ChannelAdvisor and Morar Consulting. The National Retail Federation expects US consumers to spend an average of $935.58 with overall holiday sales to rise 3.6% and online sales up 7% to 10%.

What’s Walmart’s holiday sales strategy? Value, price rollbacks and features, along with Santa’s helpers at checkout. UPS expects to be busy as well, shipping more than 700 million packages during the holidays, up 16.7% from 2015. Bestblackfriday.com, says Friday’s Black Friday sales may drop by 10% in-store to$9.2 billion though online sales may reach $3 billion, up 13%....