However, 33% say stores' staying open all day on Thanksgiving is a great idea that provides more time for holiday shopping.
An additional 17% are not sure whether staying open for the extended hours is good.
The report was based on data from a poll of 1,001 consumers in the United States.
Among the key differences in findings by demographic segment:
- Millennials are much more open to the idea of stores' staying open for extended hours on Thanksgiving, with 50% of consumers age 18-24 saying it is a great idea and 48% of those age 25-34 saying the same.
- 37% of men say being open all day on Thanksgiving is a great idea, compared with 29% of women.
- Only 16% of consumers age 55 and older say that stores' staying open all day on Thanksgiving is a great idea.
- 40% of consumers in the South say extended store hours on Thanksgiving are a great idea, compared with 32% in the West, 29% in the Midwest, and 26% in the Northeast.
About the research: The report was based on data from a poll of 1,001 consumers in the United States.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji