Not Nearly as Many Millennials Are Planning to Shop in Stores This Black Friday as in 2015

Stores—and shoppers—are gearing up for this year’s Black Friday sales. But according to a recent Adweek article, this year’s in-store turnout may not be record breaking.

Fewer millennials are planning on shopping in brick-and-mortar stores this Black Friday, especially when compared to two years ago. According to data from the product-discovery and reviews platform Influenster, only 35 percent of millennial shoppers say they’ll buy in-store this year, which is a significant fall from 61 percent in 2015. Unsurprisingly, millennials are choosing to do their shopping online from their mobile devices.

In 2015, Influenster notes that 83 percent of those planning to shop online said they’d do it on desktops or laptops. That number dropped 13 percent this year, while mobile device and tablet shopping jumped by four percent.

In an interview with Adweek, Influenster co-founder and CEO Aydin Acar said, “Evidently, retailers and brands that optimize for mobile conversions over Black Friday and Cyber Monday will reap the biggest rewards.”