Nielsen:

Recent weekly Nielsen surveys of shoppers show that, much like in 2010, the majority of consumers (80%) are avoiding in-store Black Friday shopping. While increased Black Friday promotions appeal to consumer’s desire for “hot deals,” as a shopping event, Black Friday is becoming less relevant in the retail world as online shopping grows and holiday promotions begin earlier and earlier in the year. In fact, 35 percent of those recently survey cited they’ve already started their holiday shopping.