Microsoft's efforts to close the sales gap between rival Sony and win the holiday season appear to be paying off, at least early on.

According to data from market research firm InfoScout, the Xbox One was responsible for 53 percent of all console sales on Black Friday. Sony, meanwhile, only managed to capture 31 percent of sales with its PlayStation 4 on what most would agree is the busiest shopping day of the year.

Microsoft’s next generation console was offered for $329 without the Kinect motion sensing accessory at multiple retailers. That’d be a solid price for the console alone but the Redmond-based company took it a step further by bundling it with some of the year’s hottest games like Assassin’s Creed Unity.

The PlayStation 4 was also on sale during Black Friday albeit it wasn’t quite as cheap as the Xbox One. Sony offered its latest console bundled with titles such as Grand Theft Auto V and The Last of Us: Remastered for $399.

Rounding out the top five consoles is the Xbox 360 which captured nine percent of sales, Nintendo’s Wii U in fourth place with six percent and the PlayStation 3 at just one percent of all sales on Black Friday.

InfoScout gathered sales data from two smartphone apps that reward shoppers for snapping and submitting photos of their receipts. On Black Friday, app users uploaded more than 182,000 sales receipts.