Black Friday retail sales dropped this year as more Americans are opting to shop online.

Retail sales fell to $10.4 billion this year, down from $11.6 billion in 2014, according to data from 1,200 retail chains analyzed by ShopperTrak. Thanksgiving sales also dropped this year to $1.8 billion from $2 billion in 2014.

One major reason for the decrease in sales is easy access to deals via smartphone, tablet, and computer. Online retail sales jumped 14.3% on Friday compared to 2014, according to Adobe. Email promotions also helped drive 25% more sales compared to last year.

Retailers also began offering bargains long before Thanksgiving - degrading the impact of Black Friday specials.

However despite the drop in Black Friday sales, analysts expect this year's holiday sales to be stronger than last year's, as gas prices are low and Americans are beginning to see signs of pay increases.