Shopping online on Black Friday is now more “traditional” than hitting up brick-and-mortar stores, according to August 2016 research.

Market Track and Qualtrics found that just over half of US internet users surveyed said they planned to shop digitally on Black Friday this year. That compared with 45% who would shop in stores the same day. While shoppers do still head to malls and main streets on the day after Thanksgiving, digital shopping is now even more likely to be part of their post-holiday routine.

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