Black Friday was a good one for retailers, but a lot of the action moved earlier to Thanksgiving and online where customers used smartphones to tap into deals. Bobbi Rebell reports.
No stampede's no chaos, no madness- but it was still Black Friday. It's just that now it really started a day earlier- and will continue on through the weekend. REPORTER BRIDGE: BOBBI REBELL, REUTERS CORRESPONDENT (ENGLSH) SAYING: "Here at Macy's, they have been opening continuously since 6pm on on Thanksgiving. That is 2 hours earlier than last year. The folks at Macy's say there were more than 15,000 shoppers were waiting at the door ready to come in and get their Black Friday deals. " Looks can also be deceiving- a lot of the action is happening on line. Something Macy's has made a priority- beefing up its omnichannel presence with services like buy online, pick up in store: Macy's CEO Terry Lundgren: SOUNDBITE: TERRY LUNDGREN, CEO, MACY'S (ENGLISH) SAYING: "Macy's is - most people don't know this but Macy's is the 8th largest internet company in America after Netflix. Not just retail company- company. So it's really extraordinary what we've been able to do and our customer today they are starting their journey with their phone. " That omnichannel strategy has become essential to get consumers attention- Telsey Advisory Group's Dana Telsey: SOUNDBITE: DANA TELSEY, CEO, TELSEY ADVISORY GROUP (ENGLISH) SAYING: "The investment in technology. The investment in marketing, and new ways of doing things. You always have to re- remodel rejuvinate remerchandise in order to be of the moment. " Between midnight and 10 am Friday- online sales are up 24% compared to the same period last year- $715 million dollars -according to Adobe. The projection- $2.4 billion for the day. And mobile is big: 28 percent of total online sales are happening on smartphones and tablets. Hank Mullany is President of Toys R Us, U.S. SOUNDBITE: HANK MULLANY, PRESIDENT, TOYS R US, US (ENGLISH) SAYING: "We've got 19 million loyal customers so we gave them access to our Black Friday deals the Sunday before Black Friday and they really appreciated that, and then also we are e-mailing our loyal customers every single day to let them know here's new hot deals" All in- including in-store and online- Black Friday deals are expected to bring in 140 million people this weekend, according to the National Retail Federation.