Despite forecasts for a diminished Black Friday, shoppers continued to heed the call of deeply discounted tech products during the Thanksgiving Day run-up.

According to Adobe Analytics data, online turkey day sales were up 16.8 percent, to more than $1.5 billion, as of 5:00 p.m. ET yesterday afternoon, while average basket inched up 3.2 percent to $132 year over year.

But online and month-long discounts didn’t appear to diminish consumer enthusiasm for in-store doorbusters either. Perusing social media, Business Insider provided plenty of anecdotal evidence of long lines outside Best Buy stores nationwide as shoppers queued up for yesterday’s 5:00 p.m. opening.

See: Best Buy’s Black Friday Doorbusters Include This 50-inch 4K TV For $180

The business site also relayed a slew of Facebook and Twitter posts taking Walmart to task for early out-of-stocks, particularly of its promised 55-inch $298 Sharp 4K TV.

But stay tuned: analysts believe the best is yet to come on (Cyber) Monday, which Adobe predicts will be the largest online shopping day in history.