A new report says the best Black Friday deals are actually the day before Black Friday.

The data and design company Adobe says Thanksgiving as the actual day where online prices will reach their lowest.

Adobe’s report is the most comprehensive report in the industry. In past years, its predictions have been accurate within 1 percentage point.

A slew of analysts have predicted record sales for the time around Thanksgiving, but Adobe has pinpointed Thanksgiving Day as consumers’ best bet over any other time this holiday season. Record sales of $1.35 billion are expected, a 27% increase over last year.

And what will shoppers be buying?

Smartphones (over 30 cents of each dollar will be spent on mobile devices), tablets, Fitbits, Sony’s Playstation 4, and Disney’s “Frozen” dolls are predicted to be the big winners this season.

Here are some additional findings from the report:

• The average discount on Thanksgiving Day will be 24%.
• Social media buzz indicates consumer preferences; the iPhone 6 and 6+ are leading mentions for mobile phones.
• Amazon, eBay, Target, Walmart and the Gap are the most mentioned retailers across social networks.

For more information, you can download Adobe’s full report here.