Study: Millennials Are Totally Cool with 'the New Black Friday'

Lots of brands have been getting flack for starting their holiday sales earlier and earlier and even (gasp!) soiling Thanksgiving by opening their doors before Americans can recover from their Turkey Day food hangovers. Some experts even claim that the phenomenon is quickly moving toward extinction.

Yet new reports on the behavior of that all-important Millennial demographic say otherwise.

A recent study by Accenture found that the young folks aren’t just twice as likely as their parents to shop on that Thursday and Friday—58% also plan to visit old-fashioned brick and mortar stores, while a majority of the 45-59 demo will avoid the holiday crush by sticking with e-commerce.

It’s