San Francisco, Nov 27 : Black Friday generated a record $9.8 billion in US online sales, up 7.5 per cent from a year ago.

According to Adobe Analytics, mobile shopping accounted for $5.3 billion of online sales.

The best-selling categories on Black Friday were electronics such as smartwatches and televisions, as well as toys and gaming, reports CNBC.

"We've seen a very strategic consumer emerge over the past year where they're really trying to take advantage of these marquee days, so that they can maximise on discounts," Vivek Pandya, a lead analyst at Adobe Digital Insights, was quoted as saying.

Pandya noted that influencers and social media advertising have made it easier for consumers to spend money on their mobile devices.