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Did Amazon Win Black Friday? Slice Intelligence Says Yes

Amazon Jeff Bezos

It’s fair to say that 2015’s Black Friday has split opinions—some say it was successful, others think it flopped compared to previous years—but one thing’s for sure: in-store traffic was down as more consumers chose to shop the sales online instead.

Slice Intelligence, which put together e-commerce data based on receipts from its Slice package tracking app, said that Amazon alone generated 35.7% of all online sales last Friday, TechCrunch reported.

Amazon itself has revealed little about its numbers on the day, save for calling the holiday shopping weekend “the best ever” for its own branded devices, including the Fire and Fire TV Stick.

“This has already been the biggest holiday shopping season for Amazon devices and we’re energized by the year-over-year growth for all of our product categories,” Dave Limp, senior vice president of Amazon Devices, said in a statement Tuesday.

Slice also said that e-commerce sales on Black Friday increased 7 percent overall, but with more retailers (read: Target and Walmart) offering doorbuster deals earlier than ever, sales in the weeks leading up to the day grew by 14 percent. In fact, the day before Thanksgiving saw online sales grow 20 percent over the same day last year, while the actual holiday experienced a 16 percent increase in spending versus 2014.

Though Slice crowned Amazon the overall winner in terms of sales numbers, it said that home good e-tailer Wayfair posted the biggest gain, with sales up 315 percent over last year.

Plus: “While holiday spending is evenly distributed between Millennials, Baby Boomers and Gen X, baby boomers took the largest share, at about 33 percent, up from 31 percent of Black Friday sales last year,” Slice said.