Black Friday is losing its relevancy to US shoppers.
The holiday, which takes place the day after Thanksgiving, has historically been the biggest shopping day of the year in the US.
But over the last several years, shopper traffic in stores on Black Friday has been falling with many retailers like Walmart, Target, and Amazon kicking off their holiday discounts online several weeks in advance.
Foot traffic in stores this year is expected to fall by about 3.5% on Black Friday compared to last year, according to data from the location tracking service Foursquare.
That's coming on the heels of several years of declines.
Last year, about 102 million shoppers hit stores over the Thanksgiving holiday weekend, down from 147 million in 2012, according to the National Retail Federation.
That doesn't mean people aren't shopping during the holidays anymore. They just aren't saving their purchases for Black Friday, or for Cyber Monday, for that matter. Many are choosing to shop online, rather than in stores.