The real biggest shopping day of the year is nearly always the Saturday before Christmas, excepting a few occasions where it typically then ends up being the Thursday or Friday before Christmas, when Christmas falls on a weekend day. So, the holiday shopping procrastinators win out.
How is that possible if shoppers line up in front of stores at the crack of dawn on Black Friday? Customer volume goes through the roof, but sales don't follow in suit. Surveys have shown that despite the steady streams of people flowing into stores on Black Friday, not all of them drive home with trunks full of holiday presents.