Online spending on Black Friday advanced in line with expectations, reaching $10.8 billion, according to Adobe (ADBE) Analytics' holiday shopping data.

In September, Adobe predicted that Black Friday online sales would increase 9.9% annually to $10.8 billion. Online spending met these expectations on Nov. 29, compared with $9.8 billion last year, Adobe data showed.

Hot products on Black Friday this year included makeup and skincare, smart watches, Harry Potter, Wicked Toys and bedding and linens, according to Adobe's report. Toys had the biggest discounts with prices down about 28%, followed by electronics and apparel.

Spending totaled $6.1 billion on the Thanksgiving holiday, meeting Adobe's expectations, compared with $5.6 billion in 2023, its latest data showed.

US online holiday sales are projected to hit $240.8 billion in the Nov. 1 to Dec. 31 holiday season, representing 8.4% growth on a year-over-year basis, Adobe said in September. From Nov. 1 through Dec. 1, total spending reached $118.2 billion, according to the latest data.

In September, Adobe said it expected total cyber week online sales, which includes Thanksgiving, Black Friday and Cyber Monday, to advance 7% to $40.6 billion. At the time, it projected Cyber Monday's online sales to jump 6.1% year over year to $13.2 billion and remain the "biggest shopping day" of the season and the year.

Adobe analysis covers more than 1 trillion visits to US retail websites, 100 million unique items and 18 product categories.

Roku's (ROKU) branded televisions received "a lot of" floor space at Best Buy (BBY), Target (TGT) and Walmart (WMT) stores pre- and post-Black Friday this year, compared with its licensed TVs, Wedbush Securities said in a Monday client note. Gaming devices rebounded further this year, with Logitech (LOGI), Corsair Gaming (CRSR) and Turtle Beach (HEAR) all "selling through well across peripheral categories," according to the brokerage.