MINNEAPOLIS, Minn. - Early numbers out this afternoon indicate online shopping is up by more than 20 percent this Cyber Monday, compared with the same time last year.

The figures by IBM Benchmark suggest that nearly a third of that online shopping is being done on mobile devices like smart phones and tablets.

Creative Kidstuff invited KARE 11 behind the scenes to see the ins and outs of Cyber Monday. In an unprecedented Cyber Monday sale, the educational toy company offered 20 percent off all items.

"We did some research and found what our customers want. We brought in a focus group and said if we could offer you something spectacular what would that be? So we went with 20 percent off this season," said Roberta Bonoff, Creative Kidstuff CEO and President.

Bonoff said the shopping holiday offers a local company more nationwide reach.

"Cyber Monday is actually our final read on what products customers are looking for. It allows us that one more chance to go back to our vendors to reorder and see what they are looking for," said Bonoff.

The Monday after Thanksgiving is supposed to be the busiest day of the year for online shopping. When all is said and done more than 131 million Americans are expected to take part and spend nearly two billion dollars, a record number and a relief for retailers who saw Black Friday sales fall almost three percent this year.

"Online is taking a bigger piece of the pie and I think we are seeing that today," said Carrie Rocha, who runs the discount website Pocket Your Dollars. "There were some retailers that held their best sales for today just like in years past."

She's spent the day searching for the best Cyber Monday deals.

"Fiestaware for instance, at Macys, is half off and that is really a rare sale to choose from pieces and colors," said Rocha.

Rocha also cited great sales on Sorel boots, Naturalizer, Sketcher and Puma shoes as well as great stocking stuffers like Veggie Tales CDs for kids, all deals linked to her site.

Many retailers are stretching bargains into an extended cyber week, and it's a tactic Rocha believes appeals to more customers.

"Cyber Monday, I am certainly seeing some one day sales but I'm seeing many that run through tomorrow and Wednesday so I prefer that it gives us a chance to spread the word a little further and wider," said Rocha.

As Santa's list grows longer with a simple click, businesses now see Cyber Monday another holiday shopping tradition.

"Our customers love surprise," said Bonoff. "They love when we mix it up and change it up so we will probably come up with something new and different for next year."

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