First Data is even more bullish on the holiday spending based on the results of its latest sample of 1.3 million brick-and-mortar and online merchants’ point-of-sale activity.

In its mid-season update, First Data said not only is retail sales growth strong at 5.4 percent higher than last year from Nov. 1 to Dec. 11, it’s more than double last year’s growth rate of 2 percent.

While e-commerce is outperforming sales in physical retail, First Data show 3.9 percent growth for brick-and-mortar store sales so far this holiday season. Electronics and appliances sales are leading the way, with a 9.3 percent improvement over last year. Building materials and do-it-yourself goods are up 6.9 percent.

However, sporting goods, hobby, books and music sales are down 0.9 percent year over year. That’s similar to last year’s rate at this time, but this year it’s the only First Data category with negative sales. In 2016, First Data said four categories were seeing lower sales at this point in the season.

Geographically, First Data shows consumers in the southwestern U.S. spending the most, up nearly 6 percent compared to last year, which could be in part a halo effect of hurricane recovery. Spending in New York, New Jersey, Pennsylvania, Maryland and Delaware, however, is meager in comparison, up just 1.4 percent.

Data from industry tracking firm NPD said retail sales are up 2 percent in the first five weeks of the season through Dec. 2 across general merchandise categories. Like MasterCard’s data, NPD shows a surge in the second week with sales up 9 percent compared to 2016.

NPD gathers its data from leading retailers providing weekly point-of-sale data in U.S. stores and online in apparel, toys, technology, athletic footwear, prestige beauty, small home appliances and office supplies.

By category, the group says small home appliances, prestige beauty, and technology lead the first week of December. But for the season so far, beauty is the winner.

“While the first week of November started out slow, with a 3 percent gain for beauty, week 2 experienced a 15 percent increase and weeks 3 and 4 have seen beauty sales really take off, posting the strongest gains of all the industries NPD is tracking this holiday,” said Larissa Jensen, NPD executive director and beauty industry analyst, in a new blog post.

The top performing product categories this season through Dec. 2, according to NPD: home automation (security and monitoring products and services), stereo headphones, kitchen appliance (driven by “cookers”), LCD TVs and sport leisure footwear.

But NPD’s chief industry advisor Marshal Cohen cautions that big price discounts are taking a bite out of the total spending numbers.

“Leading segments are struggling to make up for aggressive promotions that counteract positive product movement in others,” Cohen said.