NEW YORK (CNNMoney.com) - Wal-Mart and Abercrombie & Fitch were among the winners of Black Friday while Gap suffered on one of the biggest holiday shopping days of the year, according to a research report issued Monday.

Deep discounts helped Wal-Mart (Research) bring in the most consumer traffic on the day after Thanksgiving, according to the 2005 Goldman Sachs Black Friday Bulletin.

Losing out on the shopping rush was Gap (Research). "We think Gap Inc. brands continued to experience anemic traffic trends despite stepped up promos," the Bulletin said.

The annual Goldman report examines the in-store and online promotions of 40 retailers.

Black Friday -- the day that generally kicks off the holiday shopping season -- started off highly promotional this year, with thirty-one of the 40 retailers tracked in the report offering more promotions and markdowns this year versus last year, the Bulletin said.

That's a 35 percent rise in the number of companies increasing their year-over-year markdowns, Goldman said.

While deep discounts were the trend, Abercrombie & Fitch got the nod from Goldman for racking up sales at full price.

Within the specialty retail sector, Abercrombie & Fitch saw the most robust full-price business at its namesake stores and the teen chain Hollister that the company also operates.

This year, customers wanted electronics, with the Xbox 360, Ipods, Playstation Portables and LCD TVs and digital cameras topping shopping lists. Diamond jewelry and handbags also were popular, while apparel wasn't as exciting this year, the research report said.

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After Black Friday comes Cyber Monday -- click here.

Tempers flare over Wal-Mart deals -- click here.