After the turkey has been served, many are taking to their mobile devices in search of the best deal, and they’re not waiting until Black Friday to do so. 

According to IBM’s annual Digital Analytics Benchmark, mobile sales on Thanksgiving Day were up 25 percent and drove more than half of all online shopping. 

As retailers increasingly push sales and deals on Thanksgiving Day, IBM reports that mobile browsing on smartphones and tablets accounted for 52 percent of all online traffic, with overall Thanksgiving online sales up 14 percent compared to 2013.

Jay Henderson, director of IBM Smarter Commerce, called mobile has the “new Thanksgiving tradition.” 

“We saw retailers harness the power of data to engage shoppers, identifying the unique preferences of their customers while quickly capitalizing on online, mobile or in-store trends as they emerged,” Henderson said. 

Purchases made from the couch on Thanksgiving Day are now eatings into the Black Friday maddness. Online sales increased 14 percent over 2013, with Black Friday up 10 percent annually. While Black Friday online sales were 63 percent higher than Thanksgiving Day, that’s a decrease from 2013 when it was 70 percent higher. 

Smartphones were primarily used for browsing, while more actual purchases were made on tablets. According to IBM, tablets accounted for 16 percent of online sales compared to 12 percent for smartphones, a difference of 35 percent. Tablet users also averaged $126.50 per order compared to $107.55 for smartphone users, a difference of 18 percent.

New York City led the trend towards mobile shopping, claiming the top spot for Black Friday online shopping followed by Washington, D.C.; Atlanta, GA; Los Angeles, CA; and Chicago, IL. 

New York City shoppers spent on average $121.91 per order on Black Friday.