While major retailers such as Target and Kohl’s took in record online sales on Thanksgiving Day, it was still not enough to lift industry-wide digital revenues as high as one forecast anticipated, according to a report in CNBC Saturday morning.

Online sales rose 11.5 percent on Thanksgiving, to $1.93 billion, according to Adobe Digital Insights. “That was just shy of the $2 billion the firm was expecting, as steep morning discounts and a larger-than-expected increase on Thanksgiving Eve revenue contributed to the shortfall,” noted the CNBC account.

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Wednesday’s online sales shot 19 percent higher year-over-year, to $1.57 billion. That was $92 million above the Adobe prediction — retailers kicked off Black Friday sales early.

Adobe Digital Insights measures 80 percent of online transactions from the 100 top retailers in the U.S.

“Early morning Black Friday shopping is off to a strong start,” Tamara Gaffney, principal analyst and director of Adobe Digital Insights, said in a statement, as CNBC reported. The day brought in $490 million by just 8:30 a.m. Eastern.

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“Adobe predicts Black Friday sales will hit $3.05 billion online, an increase of 11.3 percent. That would be the first time the day’s sales topped $3 billion, though it’s still seen coming in behind Cyber Monday. The firm anticipates that Black Friday will be the first day in history to exceed $1 billion in mobile revenue.”