Stores may be opening early for Black Friday, but that doesn't mean shoppers will show up.
Most Americans, in fact, are not going to be shopping on either Black Friday or Cyber Monday this year, according to a new report released Wednesday by Bankrate.com.
The report found that only 40% of Americans plan to shop on Black Friday, and only 28% plan to do that shopping in a store, while others will go shop online.
The length in the holiday shopping season is a major factor: Some retailers began offering Black Friday deals as early as Nov. 1, taking away the urgency for customers to make it into stores the day after Thanksgiving.
Who will be checking out the in-store deals? Mostly millennials, ages 18 to 29. Though they are more likely to shop in stores than go online, it doesn't necessarily mean that they'll be buying right away. One expert said it's more about the experience, and that they go to the store to comparison shop.
While that group plans on spending around $100 to $250 U.S. on Black Friday, other shoppers anticipate spending about $400. A quick look shows that spending that kind of money could net a shopper an Xbox One console at Best Buy ($429.99 U.S.) or two iPad Minis from Walmart ($199 U.S. each).
And there's always Cyber Monday, though only one in four Americans anticipate he or she will be making a purchase that day, according to the report.
