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Online retailers are supposed to get their big boost on Cyber Monday — the first Monday following the Thanksgiving holiday weekend. But performed pretty well on Black Friday, a day historically associated with bricks-and-mortar retailing.

According to a new study from comScore, was the most visited retail site on Black Friday. In total, comScore found that 50 million Americans visited an online retail site on Black Friday.

“ once again led the pack, with 50 percent more visitors than any other retailer, while also showing the highest growth rate versus last year,” said comScore chairman Gian Fulgoni. “However, it is telling that the top multi-channel retailers also showed strong growth in visitors, demonstrating the importance of the online channel to the retail industry as a whole.”

In total, comScore found that Americans spent $816 million on Black Friday, a 26 percent increase over the same day last year.

Cyber Monday, by comparison, saw online retail sales last year top the $1 billion mark and comScore expects that a new record will be set this year as well.

Hitwise also tracked traffic to online retail sites on Black Friday, reporting 173 million visits to the top 500 online retail sites. That was up two percent over the previous Black Friday of 2010. led in terms of visits, attracting 22.2 million and showing a 10 percent increase. Walmart was second at 18.7 million visits, down one percent.

Previously on GeekWire: “Chart: The most visited sites on Thanksgiving Day”

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