If you were one of the brave ones to ring in the holiday shopping season with midnight doorbusters on Black Friday, you’ve probably seen it all. Not just a face off between two grown women over a Tickle Me Elmo, but also unbelievable deals that only spurred you onto greater finds. Holiday shopping season is well underway, and while many dove headfirst into the Black Friday mayhem, an increasing number of shoppers opted to avoid the crowds, saving time, money and their sanity by taking advantage of online offerings.

Top Merchants: Online Giants

As anticipated, comScore reported an exceptional Black Friday weekend this year, with shoppers spending nearly $3.7 billion online from Black Friday through Cyber Monday. Online spending totaled $1.46 billion on Cyber Monday alone, more than any other day in history. One-day sales, including rare promotions from top retailers like Apple, drove shoppers online in record-breaking numbers. Slice data shows that Apple was one of the top five retailers on Black Friday, leading in average order size at a hefty $520. While Amazon’s average order size was significantly smaller at $62, it held its reign as the number one merchant over the weekend, owning 32 percent of the market share on Black Friday and 40 percent on Cyber Monday (up from 26 percent and 31 percent, respectively, in 2011).  Macy’seBay and Walmart joined Amazon and Apple in the elite list of top merchants on Black Friday, with Newegg ousting Apple for a top-five slot on Cyber Monday.

Weekend Trends: Apple Sales Drop, Walmart’s Climb

Retail sales by merchant were mostly consistent throughout the weekend, with a few notable exceptions. Owing perhaps to its Black Friday-only offers, Apple’s average order size dropped more than 40 percent on Cyber Monday to $308, bringing the tech giant down from the fourth to the seventh most popular retailer. Walmart, on the other hand, began as the fifth most popular retailer on Black Friday and climbed the ranks to the number two spot on Cyber Monday, with its average order size also climbing from $99 to $116.

Tablet Sales: On Fire

With a wider selection and more affordable options than ever before, tablets were a huge hit this year. During the Black Friday weekend, the newest iPad models, Mini and Retina, had a slight 11:9 edge over the Kindle Fire HD. However, echoing the trend we observed after Kindle launched the Kindle Fire HD 8.9”, Amazon’s suite of tablets dominated the market, with the full line of Kindle Fire models winning out nearly 4:1 (74 percent) over iPad Mini, iPad Retina and iPad 2 sales. Amazon announced that Cyber Monday was the “biggest day ever” for global Kindle sales.

Where did you do your shopping over Black Friday weekend, and where are you continuing to find the best deals? We’d love to hear from you in a comment here or on FacebookTwitter or Google Plus!

Happy Holidays and keep up all that shopping!