Some shoppers say the deals should be better. But the data gathering firm ShopperTrak says people opened up their wallets as Thanksgiving ushered in the holiday shopping season. ShopperTrak says retail sales were up 7 percent.

Online shopping climbed 24.3 percent on Black Friday according to IBM.

Buyers spent $11.4 billion at retail stores and malls, up nearly $1 billion from last year. It was the biggest amount ever spent on the day and the biggest year-over-year increase since 2007.

ShopperTrak founder Bill Martin said buyers responded to price reductions. Sales were up several weeks before Black Friday as retailers began promotions even earlier than usual.

Martin said it remains to be seen if the pace will continue through the holiday season.

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