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ohio. >> a couple of us are looking for tvs as presents for our family. >> reporter: the national retail federation says millennials are driving the thanks giving day shopping trend, but it isn't for everyone. >> it's just absolutely crazy pt i know they do it every year. i say the same thing. it's just crazy. >> reporter: black friday still draws the biggest numbers, 46% of consumers will hit those sales. and 34% of shoppers will be back in stores thanks giving weekend. so had enough yet? of course not. cyber monday is around the corner and it isn't just for money anymore. >> last year the days cyber monday, tuesday, wednesday, thursday were all over a billion dollars online. >> oh, my gosh. >> that sounds nice. all right. so what is driving all these sales? so early, in fact? >> okay. right. this is a shorter holiday shopping season than what we're used to because thanksgiving is coming later.