It happens every year around this time. People whip themselves into a frenzy trying to find the hottest toy or gadget on the market, only to discover that everyone else is looking for the same thing.
Adobe Analytics monitors online shopping during the holiday season and is already seeing demand for certain items begin to spike. If you’re planning to wade out into the Black Friday sales that begin in earnest this evening, prioritize these items, because they will likely sell out quickly.
Among toys, says Adobe, the most popular are those tied to Frozen 2, as well as LOL Surprise Dolls and Nerf products. The hottest video games are Pokemon Sword/Shield, Jedi Fallen Order, and Madden 20.
When it comes to consumer electronics, Apple AirPods, Apple laptops, and Samsung TVs are already in high demand.
Despite a shorter holiday season this year, it’s likely to be an extra busy one for online retailers. Adobe says current tracking shows 15% year over year growth, with early bird shoppers already having spent more than $50 billion.
By the time the holidays are over, Adobe predicts Americans will have spent $143.7 billion online.
“With the shorter shopping season and retailers starting their promotions earlier, Adobe is seeing holiday discounts already well underway, even before Thanksgiving Day,” said Jason Woosley, Adobe vice president of commerce product and platform, in a statement. “For televisions alone, shoppers are already seeing discounts twice as deep as expected with average savings yesterday of 17.5%. Those consumers who grab their smartphone to do some quick online shopping after dinner are likely to find offers that are even better than this time last year.”
More on holiday shopping from Fortune:
—Give these world-class experiences as gifts this holiday season
—Tiny tech gadgets great for stocking stuffers
—Travel must-haves to give your favorite globe-trotters
—The best books to gift people you know well—and people you don’t
—Must-have luxury items for everyone in your life
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