Some 40 percent of shoppers said they plan to spend more this year, compared to just 25 percent in 2014, according to the Accenture Holiday Shopping Survey.

Thanksgiving Day shopping, while controversial, is clearly growing: 50 percent of consumers said they were likely to shop on that day, up from 45 percent in 2014. The number of those shopping on Black Friday is expected to remain flat from last year.

It's not just when they'll shop, but how that is changing, particularly on Thanksgiving Day. Shoppers are split evenly between planning to shop online or at the mall. Younger shoppers, especially males, are the most likely to shop on Thanksgiving day or night. Less than one third (between 28–32 percent) of this group will purchase between 50–100 percent of their items in-store or on a computer on Thanksgiving Day itself.

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