November is here, and Madison Avenue wants us thinking about Christmas. Many stores already had Christmas decorations and merchandise out by mid-October. We’ll soon be bombarded with advertising about Black Friday specials.

Here’s a surprise. A recent survey indicates 61% of shoppers won’t be hitting the stores this Black Friday. 1/3 of respondents said they never go shopping on Black Friday. 28% say they used to but don’t anymore.

The top five reasons for not hitting stores on Black Friday:

#1 Stores are too crowded

#2 Online shopping is easier

#3 The discounts aren’t worth the trouble.

#4 Black Friday deals aren’t the best of the year

# 5 Poor customer service

Millennials, surprisingly, are the age group most likely to shop stores on Black Friday.

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