Kohl's says it had a record day of sales online this Thanksgiving, as the retailer kicked off many of its Black Friday deals on its website at midnight that morning.
"We were thrilled with the customer response," CEO Michelle Gass told CNBC. She said 80 percent of traffic online came from mobile devices, while Kohl's also saw a record number of shoppers select its option to buy online, pick up in store. The kickoff to Black Friday now, according to Gass, "really begins online."
Other retailers such as Target and Walmart are alsoreporting a strong showing of shoppers online this Turkey Day. The momentum could ultimately be taking away from Black Friday, with some people saying there were fewer lines at malls and outside stores Friday morning.