The numbers are in and they are painting some intriguing sub-stories for Black Friday shopping for the likes of Apple, eBay, Amazon and so many others.
On the one hand, Experian Hitwise says overall online traffic was down a big 15 percent year over year on Black Friday.
That's a surprise.
But comScore says spending jumped 11 percent. Fewer shoppers spending more.
Not surprising, Hitwise says Walmart.com was the most popular online shopping destination, attracting 15 percent of the traffic. It's the fifth straight year Walmart has sat at the top. The company was followed closely by Amazon with better than 12 percent, and then Best Buy with over 6 percent. (The market research doesn't include Ebay.)
Facebook saw the biggest spike in traffic, up more than 500 percent year over year.
And while Amazon attracted a lot of traffic, eBay made a lot of sales. Company CEO John Donahoe told me earlier today in an exclusive interview that the more than 1 million items were sold on the site on Friday, better than last year's action.
Paypal saw a 20 percent jump in transaction traffic over 2008, and while it's less than the 34 percent the service saw from 2007 to 2008, Donahoe says last year's numbers were heavily skewed because of huge online promotions. He's thrilled with the 20 percent and says it's better than expected.