Online sales on Thanksgiving Day grew 17.4% over 2011 and Black Friday sales increased 20.7% over the previous year. Mobile commerce saw significant gains, with mobile sales up 65.2% and mobile site traffic rising 67.8% compared to Black Friday 2011. Tablet usage also increased substantially, led by the iPad which accounted for nearly 10% of online sales. While consumers spent more overall on Black Friday 2012, they purchased fewer items per order and had lower average order values, suggesting they took advantage of promotions and free shipping offers.