As many US residents were buying online as were doing so in brick-and-mortar stores during the Thanksgiving-weekend shopping splurge, the National Retail Federation said on Sunday, highlighting a growing trend away from the traditional Black Friday consumer assault.

The closely watched survey said that about 151 million people shopped online, in stores or both over the long weekend in the United States, when many consumers look to take advantage of promotions.

That used to mean lining up in the bracing-cold late Thursday night after Thanksgiving into early Friday morning and - in some cases - literally fighting for the best offers.