(Reuters) - U.S. shoppers used their mobile phones, laptops, desktops and other devices to make roughly $10.8 billion in purchases online on Black Friday, an updated tally from Adobe Analytics showed.

Black Friday, the day after American Thanksgiving, marks the official start of the holiday shopping season for retailers and competition has intensified among retailers to win every penny-pinched shopper seeking discounts.

Increased online shopping potentially favors e-commerce giants such as Amazon.com ( AMZN ) and Walmart ( WMT ). Walmart ( WMT ), which operates 4,700 U.S. stores, has invested heavily in store-to-home deliveries for the holiday season to boost e-commerce.

U.S. spending online on Black Friday rose 10.2%, said Adobe, which keeps track of devices that use its software to help power more than 1 trillion visits  to  U.S. retail sites.

Corey Coscioni, 58, said he looked for bargains online as well as in stores on Black Friday, seeking "gifts for everyone: my wife, my daughter, and myself."

Top selling merchandise online included makeup, skincare and haircare products, as well as bluetooth speakers and espresso machines, Adobe said on Saturday.

Online sales of toys rose 622% compared to average daily sales in October, while jewelry sales rose 561% and appliances spiked 476% compared to October, it added.

Department store chains such as Macy's and Kohl's as well as big-box retailer Target ( TGT ) could see muted sales this season, which is shorter with only 26 days between Thanksgiving and Christmas.

In 2023, U.S. shoppers spent $9.8 billion online on Black Friday, and in 2022, they spent $9.1 billion, Adobe said.