Updated from 10:55 a.m. EST to provide more analysis in the sixth paragraph.
NEW YORK (TheStreet) - Consumers are looking for holiday shopping deals all season long not just on the more popular shopping days of Black Friday and Cyber Monday.
Given that many consumers already shop online on Thanksgiving, this year major retailers from Wal-Mart (WMT) to Macy's (M) are kicking off their Black Friday holiday promotions by opening on Thanksgiving night. That means that as more shoppers take to the stores on Thanksgiving eve, conversely the share of sales on Black Friday will go down, industry observers say. This year, retailers expect sales to rise 3.1% on Black Friday, mirroring their projections for last year's sales increase, according to the latest BDO USA survey.
Retailers also tempered expectations for sales on Cyber Monday, predicting that sales will grow by 3.7% compared to last year's 4.3% sales projection.
The survey adds fuel to the fire that Black Friday increasingly Cyber Monday, once the traditional start of holiday shopping, may not be as unique as they once were.
The survey polled 100 retail chief marketing officers during September and October.
The BDO findings coincide with a Nov. 12 report by Placed, a mobile ad intelligence firm, that says that retailers like Macy's, J.C. Penney (JCP) and Best Buy are well-positioned by being open on Thanksgiving while companies like Aeropostale (ARO), Ross Stores (ROST) and Apple (AAPL) are leaving money on the table by remaining closed.