Nielsen‘s 2016 holiday trend report which indicates that 19 percent of U.S. shoppers are planning to spend more time online shopping for this holiday season, an increase from 17 percent last year. 

With the increase in digital shopping, the survey also predicts that 54 percent of U.S. consumers are planning to shop on Black Friday, which is a 4 percent increase from 2015. U.S. shoppers are most likely to spend more on jewelry, pet gifts, and cookware but other products such as apparel, video games, toys, electronics, and gift cards continue to remain at the top of customer’s shopping lists for Black Friday. Fifty-eight percent of shoppers have already stated that they have purchased more holiday gifts online compared to 40 percent in big-box retail stores and 25 percent in department stores.

Also according to Nielsen, 63 percent of shoppers are planning to shop on their phones on Cyber Monday, a 3 percent increase from last year. Millennials lead the way in retail shopping, and 30 percent of them have already began shopping.