Don't bet against Black Friday. For all the talk about Cyber-Monday's growing importance on the retail calendar, a 2016 Black Friday survey demonstrates why the day after Thanksgiving is still the dominant day for shoppers and the stores servicing their holiday needs. According to the International Council of Shopping Centers (ICSC) Black Friday forecast, over 150 million Americans will be heading to malls and shopping centers this Thanksgiving weekend. The average Thanksgiving weekend shopper will spend $413.50 and 81% of holiday shoppers plan to spend at a physical store. McGee said this total increases to 95% when you include consumers who will shop at physical retailers' online channels. And while Americans will be heading to the stores to shop in person on the holiday weekend, they won't be leaving technology behind. The survey showed that they often research and price compare online, sometimes in a store on their smart phone, then complete the purchase in-store. The data showed 94% of Thanksgiving weekend shoppers plan to research online before making in-store purchases and 89% will use a mobile device in store.