ORLANDO, Fla. -

In anticipation of a holiday season with an expected increase in shopping traffic, Amazon opened a Black Friday online store Thursday.

Retailers have not posted their online deals yet, Mashable reports, but many will on Cyber Monday, which is the Monday following Thanksgiving.

Mashable also reports this year's holiday shopping traffic is likely to be an increase from 2011's, as according to recent Google research, shoppers plan to spend more money and start shopping earlier this year than in years past. Also, online retailers should especially benefit this year, as according to eMarketer's estimates, Americans will spend $54.5 billion online this holiday, excluding travel - an increase of 16.8 percent from 2011. These sales will make up nearly a quarter of all U.S. retail ecommerce sales for the year.

 

Amazona's Black Friday store features a rotating Deal of the Day, the first of which is a series of discounts on Joss Whedon DVDs and Blu-rays, including the complete collection of Firefly. Mashable reports that Amazon promises that the following items will be discounted before Black Friday:

Panasonic VIERA ST50 Plasma TVs and E50 LED TVs

Samsung Series 9 Premium Ultrabook (silver)

Nikon Camera with 18x Zoom

Xbox 360 250GB with Kinect

JumpSport Elite 14-Foot Trampoline with Enclosure

Up to 40% on select Alex Toys

Street Surfing Amped Pro Scooters

Buy three or more select Hasbro Games, get the lowest price game free

Up to 60% off children's books, including Disney Bedtime Favorites

Up to 50% off select winter clothing, including outerwear and cold weather accessories

Stuhrling Men's Symphony Aristocrat Executive Automatic Skeleton Watch

Peugeot Women's Diamond Accented Watch

Select Bosch tools and accessories

Up to 60% off popular TV series, including Seasons One and Two of The Walking Dead

Casio 76-Key Premium Keyboard Package