Millions of people are participating in retail's annual event, which began again this year on Thanksgiving. And, of course, most markdowns are available online.
An online sales report from Adobe said more than $1.7 billion was spent online on Thursday, which is a 25% increase from Thanksgiving Day last year.
The most popular products included Star Wars and Lego toys, iPad Air 2, Xbox and PlayStation 4.
The Pie Face Game, used in a popular YouTube video in September, sold unexpectedly well, according to Adobe. Toys 'R' Us and Target were selling the game for under $15, but the game went fast and sites like eBay were listing the product for more than $50.