Casey Scott refuses to shop on Black Friday and, he says, there’s no discount deep enough to change his mind.

Instead, he’s holding out for his favorite shopping holiday: Cyber Monday, when he plans to log on to his computer as soon as he wakes up. If all goes well, he says, he’ll knock out a few dozen gifts – for his wife and their seven children – by lunchtime.

“The last thing I want to do is wake up and shop the day after Thanksgiving,” said Scott, 43, the lead pastor at Chapel Rock Christian Church in Indianapolis. “The deals will still be there on Monday, and they might even be better.”

Scott is among a growing number of Americans who are shunning Black Friday in favor of its online counterpart, part of the broader move away from brick-and-mortar retail. For the first time, the majority of U.S. consumers – 54% – say they will do most of their holiday shopping online, according to data from PricewaterhouseCoopers, a professional services firm.... Read More: MATZAV