Online brands saw big growth on Black Friday, but it came at the expense of in-store shopping. The extended promotional period also hurt Black Friday.

Overall spending on Friday rose 3.4% year-over-year, according to Mastercard SpendingPulse, which excludes automotive sales and is not adjusted for inflation. From Nov. 1 through Dec. 24, spending in stores and online is expected to be up 3.2% year-over-year, according to its earlier estimates.

Despite retailers offering holiday discounts earlier than usual this year, US consumers did more shopping on Black Friday than the days leading up to it.

Retailers used giveaways and big discounts to reward U.S. shoppers who ventured out for Black Friday even as earlier offers, the prospect of better bargains in the days ahead and the ease of e-commerce drained much of the excitement from the holiday shopping season’s much-hyped kickoff.