NEW YORK ( TheStreet) -- Will the days of the Black Friday shopping frenzy soon be a thing of the past? Retailers continue to face increasing amounts of headwinds as the shopping experience undergoes a massive transformation, both from macro-economic factors as consumers shun discretionary items to industry trends such as the growing force of online competitors. As part of that ongoing shift, chatter is heating up that Black Friday, traditionally retailers' kickoff to the Christmas season and the largest shopping day of that first holiday weekend, will become a thing of the past. A new report out by Adobe adds fuel to the fire, suggesting that online consumer spending on Thanksgiving will soon surpass Black Friday in online sales. The Adobe Digital Index 2013 Online Shopping Forecast predicts record growth for online sales on Thanksgiving this year, up 21% to $1.1 billion. The Thanksgiving online sales growth is likely to come in above the 17% online sales growth expectations for Black Friday, to $1.6 billion, as well as the online spending expectations of $2.27 billion, up 15%, for "Cyber Monday." "Although many retailers have announced that they will be open, consumers still prefer to stay home with relatives on Thanksgiving, but they don't want to miss out on the deals. This makes Thanksgiving a natural online sales day for couch surfing mobile users to get a jump on their shopping," according to CMO.com, Adobe's Web site for digital marketing news. "Brick-and-click retailers will benefit most from online shopping that day as they receive the lion's share of online spend early in the season," the blog post said. "In 2010 Thanksgiving was a below average sales day, but over the last three years it has grown faster than any other day for online sales. If current growth rates continue brick-and-click retailers are expected to sell more online on Thanksgiving Day than on Black Friday within the next five years." This year's shortened holiday season, due to Thanksgiving and Hanukkah coinciding, could cost retailers roughly $1.5 billion in potential sales, Adobe estimated. It's part of the reason that an increasing number of big retailers from Macy's ( M) to Target ( TGT) to Wal-Mart ( WMT) are opening their doors on Thanksgiving and encouraging more consumers to shop via e-commerce and through their mobile devices.
Adobe also found that a majority of consumers also expect to spend the same amount in 2013 as they did last year, but online shopping continues to take a bigger share. Consumers are motivated to shop online primarily by the search for good deals, followed closely by the allure of free shipping. The survey is based on input from 400 consumers who plan to spend at least some of their budget online this year, Adobe said. In-store price checking, commonly referred to as "showrooming," will become the norm. Approximately 35% of 18- to 34-year-olds already leverage mobile devices to compare prices while in stores, well above the 22% average, Adobe said. Don't forget the growing significance of mobile-optimized shopping experiences as well as consumers taking to social media before making their purchase decision. "Thanksgiving Day, Black Friday and Cyber Monday will all enjoy record online sales," said Brad Rencher, Adobe's senior vice president of digital marketing. "Thanksgiving Day sales are projected to surpass $1 billion and could overtake Black Friday within the next five years. The growing importance of Thanksgiving Day, the shortened holiday season and the growing role of mobile and social will make 2013 a very different shopping season than ever before." -- Written by Laurie Kulikowski in New York.