Online purchases rocketed in the US and UK during Black Friday as more consumers shun standing in line.

Millions of people are taking part in the biggest sale-out of the year which launched, as usually, on Thanksgiving. And, of course, most goods are available online.

An online sales report from Adobe claims that this Thursday more than $1.7 billion was spent online which is by 25% more when compared to last year’s Thanksgiving Day .

The list of the most popular and desired products included Star Wars and Lego toys, iPad Air 2, Xbox and PlayStation 4.

The Pie Face Game, used in a popular YouTube video in September, is being sold out Adobe says. Toys ‘R’ Us and Target were selling the game for under $15, but the game went fast and sites like eBay were listing the product for more than $50.

In attempt to get as more shoppers as possibe and fend off competition from Amazon.com Inc, U.S. retailers have significantly extended their holiday deals by opening stores on the evening of Thanksgiving.

This hurt customer turnout on Black Friday last year, a trend analysts and consultants expect will repeat this year.

The four-day shopping burst will help set the tone for the rest of the season, signaling to retailers whether they need to drop prices or change promotions.

Kimberley Turner, a mother in her forties who was shopping with her young son said she found the discounts less compelling. “I actually think the deals were better last year,” she said.

“I can wait until tomorrow but it’s more exciting today,” said Daipayan Deb, a shopper who spent the whole day in the shops on the outskirts of Pittsburgh. “Previously, I used to start shopping on Black Friday, but now it’s Thursday.”

Target’s Chief Executive Brian Cornell revealed to reporters that online sales at the discount retailer were off to a “very strong” start. Early anecdotal evidence showed stronger customer traffic and more shoppers in stores than last year.

“We will know a lot more after the evening,” he said on a media conference call.

However, this year’s Black Friday was also marked by a several incidents involving those who wasn’t able to divide the selected item.

Thus, in Kentucky, Texas and Louisiana, tempers flared among shoppers as law enforcement agencies struggled to keep control.

At a Louisville mall on Thanksgiving night, shoppers wrestled each other to the ground in a packed food court.

“The fracas knocked a woman to the floor as shoppers at Mall St. Matthews gawked at the sight of two unidentified men slapping, punching and tearing at each other’s shirts,” The New York Daily News writes.

“A police officer broke up the fight, as shown in video capturing at least 30 seconds of the melee. It’s unclear who or what sparked the fight or if the assailants will face criminal charges. At least one participant in the fight was shown being ushered out of the food court by his friends. He made sure to pick up a shopping bag he had dropped on the floor.”

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