And while Amazon captured over 18% of online Black Friday purchases, Walmart (NYSE: WMT) may be the retailer to watch going forward. Amazon.com (NASDAQ: AMZN) may have won Black Friday, but the day's cultural significance is over, broken by the pandemic, supply chain, and runaway inflation woes which made retailers push for early access to holiday deals this year. Numerator found online sales continue to account for a larger percentage of holiday purchases, some 38.1% of the total for Black Friday.