Are online deals, year-round shopping killing Black Friday?

American shoppers are buying more of their holiday gifts throughout the year, a shift that could be a blow for retailers looking to boost sales during the busy winter season.

Shoppers are less likely to brave the crowds on peak holiday shopping days this year, including Black Friday, according to results of Accenture’s 11th Annual Holiday Shopping Survey.

As the popularity of online shopping continues to grow, more Americans are likely to stay home and search for the best deals online, the survey of 1,500 consumers found.

Roughly half of those surveyed said they are less likely to shop on Thanksgiving Day and Black Friday this year, while roughly 42 percent said they are less likely to shop on Cyber Monday.

Nearly two-thirds of those surveyed said they shop for holiday gifts year-round, while about 44 percent of shoppers said they were able to find equally good discounts on other days of the year.

“Given the rise of constant discounts and promotions on sites such as Amazon, consumers are doing more of their holiday shopping year-round, and this is proving to be the biggest competitor to the traditional peak holiday shopping days,” said Jill Standish, senior managing director and head of Accenture’s Retail practice.

Roughly two-thirds of those who plan to stay home on Black Friday said they wanted to avoid crowds of people competing for the best bargains. About half of those surveyed said they planned to shop online this season.

Experience-based gifts such as tickets to a concert or sporting event, a gym membership or an outdoor adventure, continue to grow in popularity, Accenture said. One-third of those surveyed said their holiday buying lists will include an experience gift.