Approximately 133 million shoppers flooded stores hunting for popular electronics, clothing, and music, according to the National Retail Federation.

An NRF survey conducted by BIGresearch found that the average shopper spent $265.15 this weekend, bringing total weekend spending to $22.8 billion, representing more than 10% of the $220 billion expected in total holiday sales this year. Though Black Friday weekend was a success for many retailers, stores recognize that the bulk of holiday shopping is yet to come.

“Retailers know that the holiday season is not a sprint, it’s a marathon,” said NRF President and CEO Tracy Mullin. “Black Friday weekend is just the beginning of a month-long race to the finish line.”

Of those who shopped, many headed out on Friday (64.6%) but consumers were also shopping on Saturday (54.1%) and Sunday (25.3%), according to the survey. In addition, nine million people got a head start on the crowds by shopping on Thanksgiving Day.

Consumers were out shopping for a variety of merchandise this weekend. According to the survey, 49.1% of consumers purchased clothing or clothing accessories this weekend while 45.5% bought books, CDs, DVDs, videos and video games. Also, 31.2% of shoppers purchased electronics. There were no figures for jewelry sales.

A variety of retailers benefited from favorable weather and heavy discounting this weekend, NRF says. According to the survey, the majority of shoppers headed to discounters (61.8%) though department stores (44.3%) and specialty stores (40.5%) also saw strong traffic. As expected, online retailers also had a solid weekend, with nearly one in three consumers (29.3%) choosing to do some of their holiday shopping over the Internet.

JCK