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“Customers lined up at 8 p.m. last year. They wanted us to open earlier,” he said.

A similar promotional blitz greeted online shoppers Thursday, though the holiday isn’t a bonanza there, either.

Last year, consumers spent about $300 million online on Thanksgiving, compared with $887 million on Cyber Monday, according to comScore. According to Akamai Technologies, which tracks traffic to 270 retail sites, traffic peaked at 11 a.m. and was up about 14 percent from Wednesday.

Early data from Coremetrics, an IBM company, from early afternoon showed that online Thanksgiving Day sales were up about 10 percent over Thanksgiving a year ago. The average order size was down 18 percent from a year ago to $130.50, but that figure was getting bigger as the day went on.

John Thompson, senior vice president and general manager of Best Buy’s website, said this year the company reached out to its frequent online shoppers and gave them early access to deals.

Thanksgiving Day is a day when we are seeing more and more consumers choose online as a place to begin their research and actually transact,” he said.