Black November is the new norm, says Katherine Cullen of Industry & Consumer Insights. Forty-nine percent of shoppers said they took advantage of early holiday sales or promotions this year, she points out. She provides Black Friday shopping stats including that it remained the top day for in-store shopping, with 66.5M shoppers. That was followed by Small Business Saturday with 51M shoppers. Consumers spent about $300 on holiday shopping, which was about $10 less than last year, she explains. They see holiday shopping starting earlier in the season.