Analysts casted doubt Monday about a widely watched shopping poll that indicated Black Friday weekend sales fell 11 percent from last year.
"I don't believe any way whatsoever sales were down 11 percent over the weekend," Gerald Storch, CEO of Storch Advisors, told CNBC. "That number is a bad outlier."
The projection came from a survey by Prosper Insights & Analytics for the National Retail Federation. The survey of shoppers reported that total spending in stores and online for the weekend through Sunday fell to $50.9 billion from $57.4 billion last year. It also indicated the average person spent $159.55 online, down 10 percent from last year.
Storch, former CEO of Toys R Us, told "Squawk Box" the reading was unreliable because it relies on consumer polling and self-reporting that gauges what people spent halfway through the weekend and what they expected to spend the rest of it.
Storch said the reading that online sales fell was "a ridiculous piece of data." He believes sales were actually up slightly, with double-digit increases online and a slight single-digit decrease in stores.
On Friday, Target said Thanksgiving was its best online shopping day ever, with digital sales up 40 percent over the previous year. Wal-Mart said online shopping on Thursday was its second-highest ever, trailing only Cyber Monday in 2013.