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Online retailer Amazon.com Inc. called this holiday season its "best ever," saying Friday that it saw a 17 percent increase in orders on its busiest day - a rare piece of good news in a season that has been far from merry for most retailers, including online businesses.

Amazon customers ordered more than 6.3 million items on Dec. 15, compared with roughly 5.4 million on its peak day last year, the company said. It shipped more than 5.6 million products on its best day, a 44 percent rise over 2007, when it shipped about 3.9 million on its busiest day.

The company did not provide dollar figures and wouldn't say whether the average value of orders had changed, and the jumps it reported Friday are in line with increases Amazon has seen since it started releasing the figures in 2002.

Amazon's best-sellers included the Nintendo Wii game console, Samsung's 52-inch LCD HDTV and Apple Inc.'s iPod touch.

Analysts agreed Amazon's report was good news for the online shopping giant, but they were divided over whether the results indicate strength in online commerce in general.

Forrester Research analyst Sucharita Mulpuru said Amazon's experience shows the current economy is favoring discount retailers, both online and offline.

"The Amazon story doesn't surprise me because Amazon has always traditionally been a leader on price, and they're one of the first places consumers go when they're looking for things online," Mulpuru said. "In many ways they're like the Wal-Mart of the online world."

Wal-Mart is one of very few traditional retailers where revenue has risen this holiday season over last.

Holiday sales typically account for 30 percent to 50 percent of a retailer's annual total, but rising unemployment, home foreclosures, the stock market decline and other economic worries led many shoppers to slash their shopping budgets this year.

SpendingPulse - a division of MasterCard Advisors - said its preliminary data show that online sales fell 2.3 percent compared with the 2007 holiday season, while retail sales overall fell 5.5 percent to 8 percent, including sales of cars and gasoline. The decline was 2 percent to 4 percent when auto and gas sales are excluded.

Online shopping may have gotten a boost from winter storms during last two weeks before Christmas, which made travel to brick-and-mortar stores more difficult.

And, although Amazon's orders rose, the company didn't say whether orders were, on average, worth more or less than last year. Spokeswoman Sally Fouts said the company would release revenue results in its fourth-quarter earnings report, due in about a month.

But she said this was Amazon's "best season ever."

Orders to Amazon on the peak day of its holiday season have jumped in the double-digit percentage range for at least the past 5 years, according to data released by the Seattle, Wash.-based company since 2002. Last year, Amazon's orders spiked 35 percent to 5.4 million at their peak, from 4 million in 2006.

Stifel Nicolaus & Co. analyst Scott Devitt said online retailers' sales tend to grow much faster than those of brick-and-mortar retailers, but he said that difference narrowed this year. That's in part because shoppers tend to go to stores for necessities and online for discretionary purchases, he said. And in an economic downturn, consumers focus on their most-needed purchases and cut back on more frivolous items.

Devitt said Amazon benefited from a vast infrastructure that allows for faster, more reliable shipping than most of its online peers offer. He called Amazon's announcement an "extremely positive data point" and said the company is "uniquely positioned to do well in an environment like this."

That environment has left many retailers in a tough position. NPD Group senior retail analyst Marshal Cohen said they will be forced in coming weeks to take still more drastic measures to drive sales and raise whatever cash flow they can.

Amazon's shares gained 34 cents to close Friday at $51.78, a 0.7 percent rise.

AP Business Writer Lauren Shepherd contributed to this story from New York.

Copyright 2008 Associated Press. All rights reserved. This material may not be published broadcast, rewritten, or redistributed

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Last season was a rousing success for the National Basketball Association. The league's two marquee teams, the Boston Celtics and Los Angeles Lakers, met in the finals, and television ratings soared 51% over the prior year. The league's two biggest stars, Kobe Bryant and LeBron James, were on winning teams and getting a lot of prime-time exposure, wowing fans and sponsors.

League-wide revenues hit a record $3.8 billion during the 2007-08 season, 6% more than the prior campaign, and the average team posted a profit (in the sense of earnings before interest, taxes, depreciation and amortization) of $10.6 million, the highest amount since Forbes began tracking NBA finances 10 years ago.

The typical NBA franchise is now worth a record $379 million, 2% more than last year. The new eight-year agreements with ABC, ESPN and TNT that began with the 2008-09 season are worth $7.4 billion, 21% more than the prior deals on an annual basis.

By The Numbers: The NBA's Most Valuable Teams

Three teams experienced double-digit gains in value this year, led by the Portland Trail Blazers, whose value increased 21% to $307 million. Owner Paul Allen took control of the Rose Garden last year after he relinquished his stake in the arena during bankruptcy proceedings during 2004. The move gave Allen access to the arena's revenue streams, including luxury suites, concessions and ad signage.

The Celtics' NBA-record, 42-win regular season improvement and NBA title boasted the value of the franchise 14% to $447 million, ninth highest in the league. Meanwhile, Oklahoma City Thunder owner Clay Bennett resurrected the team formerly known as the Seattle SuperSonics, trading in a half-empty arena with a crummy lease in Seattle for a sold-out building in Oklahoma City where he keeps all of the revenues. The value of the Thunder is $300 million, 12% more than last year.

But troubles in the overall economy will make this year much more difficult for the NBA. Season ticket renewals and new sales are down this season. The NBA recently laid off 9% of its staff on concerns over the economy. Consider, too, some of the arena naming rights partners for teams around the league: American Airlines (nyse: AMR - news - people ), Conseco (nyse: CNOPRB - news - people ), Ford Motor (nyse: F - news - people ), United Airlines (nasdaq: UAUA - news - people ) and Wachovia (nyse: WB - news - people ).

Each of these companies saw its stock dive more than 80% at some point over the past 12 months, and some sponsors might look to back out of their deals. Many companies are scrutinizing every expense these days, and some teams are going to have problems when it comes to getting sponsors to sign on for next season.

The Thanksgiving shopping weekend doesn't appear to have been the disaster some had feared, but tempered buying and unprecedented deep discounts likely resulted in soft sales. Now, online retailers are ramping up heavy-duty deals to turn skittish shoppers into "Cyber Monday" spenders.

"Cyber Monday," a term coined by the trade group National Retail Federation in 2005 to describe the Monday after the Thanksgiving holiday, is the unofficial kickoff for the busy online retail season.

The nation's merchants are struggling to entice financially strapped shoppers for the rest of the holiday shopping season, expected to be the weakest in decades. Online sales are expected to be fairly flat after years of strong growth.

"The consumer clearly is showing us that there is a holiday to be had, but the consumer wants bigger deals. And they are not panicking," said Marshal Cohen, chief industry analyst at NPD Group, a market research group. "They're willing to wait it out at almost any price."

Cohen predicts sales for the weekend, the traditional start of the holiday shopping season, were at best even with the same holiday weekend a year ago. The trade group National Retail Federation expects overall holiday spending will total about $470.4 billion, a 2.2 percent rise from a year ago and the slowest growth since 2002, and online retail is being hit along with brick-and-mortar stores.

If stores are already offering up to 75 percent off - a move likely to hurt profits - what more can they do? With mounds of inventory that merchants need to clear, Cohen said he expects retailers will be doing more two-for-one deals.

Still, the crowds that turned out for the early morning specials on Friday were a welcome relief to the nation's retailers - who since mid-September have suffered from the most dramatic falloff in spending in decades amid a ballooning financial crisis.