(CNN) — Cyber Monday is on pace to be the biggest e-commerce sales day of all time.

In the first ten hours of the day, online orders totaled an estimated $490 million, according to Adobe. That puts the day on track to hit the $3 billion mark.

Many major retailers started Cyber Monday a day early and are now promoting deals throughout “Cyber Week.”

But exclusive Monday promotions still managed to attract a surge of shoppers eager to cash in on digital doorbusters and other markdowns online.

Adobe says hot-ticket toys and electronics are selling out quickly, and that 15 out of every 100 products shoppers view online are now out of stock.

“Consumers are hyped for Cyber Monday, with social buzz more positive than what we saw on Black Friday,” said Tamara Gaffney and analyst with Adobe Digital Index. “but they need to brace themselves for the highest out-of-stock rates of the season so far, particularly for coveted Star Wars toys,”

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