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New York City -- According to a special national consumer poll commissioned by the International Council of Shopping Centers and Goldman Sachs, 31% of households plan to shop on Black Friday in 2010 compared with 26% in 2009. However, the strongest driver of Black Friday shopping is children, as 43% of households with kids are planning to shop on that day. Additionally, 37% of households reported that they plan to shop on the Saturday or Sunday after Thanksgiving.
“With consumers further behind on their holiday shopping than in recent years, Black Friday shopping will likely be intense this year as consumers shop for bargains to complete their gift lists,” said Michael P. Niemira, chief economist and director of research for ICSC.