Fewer people are expected to shop on Black Friday this year. That's according to a new report by The Street, titled "Is Black Friday Dead?" The Street's Consumer Reporter Cathaleen Chen discusses the changing consumer behavior around this holiday shopping season. About one-third of Americans plan to do the bulk of their holiday shopping on Black Friday, according to PwC. That's a 24 percent decrease from 2015. "Black Friday is not quite dead," but consumers are becoming more desensitized to sales, says Chen. Millennials in particular are the least likely to shop on Black Friday. Instead of isolating Black Friday as one day, retailers are now offering sales one week earlier. Another change is sales taking place both online and in store says Chen. Despite this shift in consumer and retailer behavior, Chen does say that overall retail sales over this Thanksgiving period are on the rise.