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Only about 18% of shoppers consolidate all of their shopping to the Black Friday-to-Cyber Monday weekend. And by the Black Friday and Cyber Monday period, shoppers have already completed 42% of their holiday shopping.

Google/Ipsos, U.S., Omnichannel Holiday Study, Holiday shoppers 18+ who shopped in previous 48 hours, n=5944 shoppers overall and n=1,571 holiday shoppers week of BF/CM, Nov. 2017–Jan. 2018.

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