Tracking firm expects US sales to hit $200 billion by the end of the year.
Retail e-commerce has grown by 23 per cent in Q3 with toys being one of the strongest categories, according to internet information provider, comScore.
The firm, which tracks online sales in real-time, said Americans spent $28.4 billion on-line during Q3, and a total of $143 billion for the first nine months.
Sales of video games, consoles and accessories, have almost tripled in the quarter, with the category experiencing a growth of 199 per cent.
Toys and hobbies’ sales increased by 57 per cent while consumer electronics grew by 58 per cent.
comScore said it was surprised by the results considering the numerous amount of toy recalls during Q3 and how consumers normally leave toy purchases to Q4.
A spokesperson said: “Given some of the uncertainty surrounding the holiday season, it's possible that consumers were responding to fears of toy shortages and making their purchases early."
"In addition, it could be that consumers were replacing recalled toys with other new toys. We'll be closely monitoring growth rates in the fourth quarter to see if these positive trends continue, or if what we're seeing is simply a short-term reaction to the recalls."