Reston, Va. – U.S. shoppers flocked to the Internet on Black
Friday, giving a healthy kick to the traditional start of the holiday shopping
season, according to new figures from Internet audience measurement firm comScore.
Online shoppers spent $648 million for the day, a 9% increase from Black Friday
2009 and the heaviest online shopping day so far this year.

Thanksgiving Day,
traditionally a lighter day for online holiday spending, also saw a 28%
increase, to $407 million.

"Although Black Friday is known for the flurry
of activity occurring in brick-and-mortar retail stores, online shopping is
increasingly becoming the refuge of those preferring to avoid the crowds and
long lines," said Gian Fulgoni, the chairman of comScore.

"Interestingly, we are also seeing consumers beginning to buy online in a
more meaningful way on Thanksgiving Day, which has historically seen low buying

Amazon (NASD:  AMZN) was the most visited retail site on Black Friday,
followed by Wal-Mart (NYSE:  WMT), Target (NYSE:  TGT) and Best Buy (NYSE:  BBY).



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