Black Friday online sales are on track to hit a record high: what are people buying?

People not only filled their plates this Thanksgiving weekend, but apparently their online shopping carts as well.

Black Friday online shopping is on track to break a record this year with sales between $10.7 billion and $11 billion, according to Adobe Analytics, which tracks U.S. e-commerce data.

According to Adobe, spending on online shopping rose more than 8% on Friday evening compared to last year.

The record pace of Black Friday shopping follows record-breaking online shopping on Thanksgiving itself, the analytics firm said. According to Adobe, consumers spent a record $6.1 billion online on Turkey Day, up nearly 9% from last year.

What are people buying this Black Friday?

Adobe says deep discounts are likely to fuel the online shopping frenzy, including discounts on toys of more than 27% off list prices. Compared to an average day in October, toys have so far seen a 178% increase in online sales on Black Friday.

Other popular Black Friday items include makeup and skincare sets, LEGO sets, Wicked toys, Bluetooth speakers, TVs, patio heaters and air fryers, according to Adobe.

Online shopping is increasingly taking place on smaller screens. According to Adobe, more than half of all online sales on Black Friday – 57.6% – took place on mobile screens. That’s up from 55.5% last year.