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New data from Amazon shows how consumers are becoming more and more comfortable purchasing items with their smartphone.

Amazon released a “Thanksgiving Report” early Friday and noted that the holiday “continues to become one of the busiest mobile shopping days on Amazon in the U.S.”

The tech giant didn’t reveal total sales data from Thursday, but did note that mobile app orders spiked 50 percent compared to Thanksgiving Day 2016.

That aligns with a report from Adobe on Thursday, which noted a record 55 percent of all traffic to retail sites on Thanksgiving coming from smartphones and tablets, and 41 percent of revenue.

Adobe, which draws data from 80 percent of online transactions at the largest 100 U.S. web retailers, also reported that Thanksgiving Day online sales in the U.S. reached $2.87 billion on Thursday.

Given that Amazon accounts for upwards of 50 percent of all online sales in the U.S., the Seattle-based e-commerce behemoth likely pulled in more than $1 billion in sales on Thursday, with higher numbers surely coming on Black Friday and Cyber Monday. Amazon said it sold more than 64 million items on Cyber Monday last year, or 740 items per second. 

Amazon’s top-selling items on Thursday included its own devices — Echo Dot; Fire TV Stick; Echo; etc. — along with the TP-Link Smart Plug, Sandisk Ultra 64GB Micro SD Card, and Keurig K55 K-Classic Single Serve Programmable K-Cup Pod Coffee Maker.

Another fun fact: Whole Foods, acquired by Amazon in August for $13.7 billion, broke its all-time record for turkeys sold during the Thanksgiving season. Amazon slashed prices on holiday items at Whole Foods earlier this month, and offered even deeper discounts on turkeys for Amazon Prime members.

Amazon has coined the five shopping days from Thanksgiving to Cyber Monday the “Turkey 5,” as if we needed a name to describe how Americans increasingly love to buy stuff not only on Black Friday but throughout the November holiday, in large part due to the ease of e-commerce.

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