Online holiday shopping in the United States is set to reach record levels this year, driven by consumers starting their purchases earlier and seeking deals on essential goods, according to projections released Monday by Adobe’s analytics division.

Adobe forecasts total online sales between November 1 and December 31 will amount to $275.1 billion, representing a 6.7% increase compared to the same period last year. This growth comes amid shifting consumer behavior, with more shoppers beginning the holiday season sooner than in previous years.

The company expects Cyber Monday to remain the peak day for online sales, projecting $15.1 billion in transactions on that single day, a 6.2% rise year over year. Meanwhile, Black Friday is anticipated to experience faster growth, with sales expected to climb 9.2% to reach $12.9 billion. Adobe attributes this surge in part to larger discounts on popular categories including televisions, apparel, and appliances.

Adobe also noted that the early timing of this year’s holiday shopping season is influenced by Amazon’s Prime Day event in October, which sparked widespread discounts across various U.S. retailers well before the traditional holiday shopping period. This early discount trend has encouraged consumers to begin their purchasing earlier as they take advantage of promotional offers.

Overall, Adobe’s projections highlight an expanding and evolving online retail landscape for the upcoming holiday season, with retailers and consumers responding to a growing trend of earlier and more substantial sales events.