NEW YORK (TheStreet) -- Retailers plan promotions "very carefully all year long" for Black Friday, Telsey Advisory CEO Dana Telsey said on CNBC's "Squawk Box" this morning on Cyber Monday. 

This year we didn't see excessive amounts of promotions, indicating that retailers aren't "struggling," she noted. 

The story of this year's Black Friday weekend sales is that people can choose when and where to buy products with the use of mobile phones, Telsey claimed. "And that's really the change," she said. "It's all about mobile. People are literally going to the store with their phone, taking a look, and either charging there or going right to the register."

Walmart (WMT) - Get Report notably competed with Amazon.com (AMZN) - Get Report this past weekend because it wants to "be playing this game and playing fast," she said. The two retailers had an overlap on their most popular toys and Walmart's Jet.com had competitive prices. 

As for specific trends this Black Friday weekend, the firm noted more traffic at some of the Target (TGT) - Get Report stores than at Walmart, she said. 

Victoria's Secret owner L Brands LB, JCPenny (JCP) - Get Report and Macy's (M) - Get Report were all "very busy" this weekend as retail stocks have been doing "very, very well" since early November, she said. However, two loser stocks this weekend were Gap (GPS) - Get Report and Abercrombie& Fitch (ANF) - Get Report , she added. 

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