Walmart is the first place most holiday shoppers think of when looking for Black Friday discounts.
The retailer dominated online searches for Black Friday deals as of Friday morning.
Advertising technology firm Captify, which monitors over one billion searches every day from websites across the world gave the reports.
Searches for Black Friday offers on Walmart increased 386 percent year over year, beating competitor Amazon.
Last year, the Seattle behemoth scored #1 in Captify’s survey of the top searched retailers on Black Friday.
This year, the world’s largest e-commerce giant came fourth, after Target and Kohl’s.
Retailers are racing for consumers’ attention and pockets at a time when the Christmas shopping season is likely to be slower than in previous years.
Americans are expected to cut back on Holiday shopping this year as skyrocketing inflation eats away at their purchasing power.
The National Retail Federation said holiday sales in November and December will increase by six to eight percent from the previous year.
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Early indications suggest that the season may not be as bleak as forecasted.
Black Friday is projected to generate $9 billion in online sales, a one percent rise from last year.
Shopify merchants have a promising start to the holiday rush.
On Thanksgiving Day, businesses hosting their online stores on Shopify earned $1.52 million per minute.