Black Friday separates the 'purists' from the 'average Joe' shoppers By: CNBC.com News November 22, 2017 at 07:08 AM EST This year, nearly 70 percent of Americans, or 164 million people, plan to shop during Thanksgiving weekend, the NRF says. Read More >> Related Stocks: Best Buy J C Penney Company Inc TJX Companies Target Corp Wal-Mart Stores, Inc.