Black Friday shows declining sales in-store with a reduction of about $800 million in sales on Friday alone. This isn't to say that Black Friday is dying; the sales are just spreading over a couple more days as retailers begin sales earlier and extend them longer to grab a competitive advantage on top of large amounts of sales moving to online. Adobe estimates that about $4.5 billion was spent online during Thanksgiving and Black Friday this year compared to about $12.1 billion in stores. There were three themes common to the last week: "mobile traffic exceeded desktop traffic", "mobile conversions grew but did not correspond to their dominant share of visits", and "Apple dominated mobile commerce". Consumer spending is growing pretty steadily but the modes that consumers are spending through are changing and fragmenting.