Here's Who Is Actually out Shopping on Black Friday

November 23rd 2016

Danielle DeCourcey

The extended holiday shopping season in the U.S. means that fewer people will be shopping in stores on Black Friday this year, according to a Bankrate survey.

"Two years ago, Black Friday was one day. Last year it was a weeklong event. This year it's been a month long event," Shelley Kohan, vice president of retail consulting at RetailNext, told Bankrate, a consumer financial services company. "A lot of Black Friday deals are already out there. They've been out there since the beginning of the month."

"Bankrate's Money Pulse survey was conducted Nov. 3-6, 2016, by Princeton Survey Research Associates International with a nationally representative sample of 1,000 adults living in the continental U.S. Telephone interviews were conducted in English and Spanish by landline (500) and cellphone (500, including 304 without a landline phone)," Bankrate's website explains.

However, one surprising group of Americans is still enthusiastic about shopping the day after Thanksgiving: Millennials.

Millennials aren't just doing all their shopping online. They're also more likely to show up in the store.

The Bankrate survey conducted in early November, found that Millennials were most likely to say they would shop in a store or online on Black Friday. About 50 percent of the people surveyed between the ages of 18 to 25 said they would shop on Black Friday in stores or online and 45 percent of people ages 26 to 35 said the same.

Marketwatch reported that nearly half of all shoppers in department stores on Black Friday are below the age of 34, according to data from Foursquare. Also when young people get into the stores on Black Friday they commit. About 31 percent of shoppers ages 18 to 24 and 23 percent of shoppers 25 to 34 will stay in line to make a purchase "no matter what" compared to nearly 21 percent of baby boomers, according to Marketwatch.

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