Shoppers spent a whopping $10.8 billion online on Black Friday, according to Adobe Analytics. The total for Cyber Week could be nearly four times that amount.

Macy’s handed out $10 promotional gift cards to the first 100 customers that visited the store. Staff across the first floor clapped in unison and music blasted as the first shoppers of the day streamed in.

Black Friday spending in U.S. retail stores was muted this year in contrast to a more robust rise online, as bargain-hungry Americans skipped stores in favor of their phones and laptops, according to data from Mastercard and other data providers.

Black Friday sales grew at a faster pace in the US this year, underscoring that choosy consumers are still opening up their wallets when they find the right products.