For many retailers, the holiday deals started well before Black Friday and won't necessarily slow down this week, analysts said on Tuesday.
"Every day of this week is going to be 'Cyber-something,'" Youssef Squali, global head of internet and media equity research at Cantor Fitzgerald, told CNBC's "Squawk Alley" on Tuesday. "Today's Cyber Tuesday. Tomorrow's Cyber Wednesday. What this tells you is: What started before as one day where you can get the best deals has transformed itself into a week, maybe several weeks ... where we're getting better and better and deals."
Black Friday shopping hit a new sales record of $3.34 billion, with Cyber Monday on track to hit $3.45 billion, according to Adobe Digital Insights. The shopping surge comes even as companies like Macy's advertise "Cyber Week" and Jeep offers its Black Friday sales through the entire month.
Despite longer promotions, retailers remain in a good position to combat shopper fatigue, with massive growth in mobile sales and shrinking inventories, said Cowen managing director John Kernan.
"We think growth has been very robust relative to last year," Squali said. "Which basically tells you the consumer remains very, very strong."
— CNBC's Krystina Gustafson contributed to this report.