What Retail Brands Can Expect From Millennial Shoppers This Black Friday

Surprising to some, they're more likely to shop in-store this year

It's expected that this Black Friday shopping season will be bigger than last year's. Getty Imagese

Black Friday is getting closer, and with it is the start of what’s expected to be a robust shopping season. As it does, retailers are betting that millennials will drive significant sales during the 2018 holidays.

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Marissa Tarleton is CEO of RetailMeNot.