A new analysis finds that more shoppers are choosing to spread out their holiday purchases rather than stick with the ritual of rising before dawn the morning after Thanksgiving in order to stand in line outside a store and then shop until they drop.

During the week that includes Thanksgiving, 35% of shoppers say they intend to do most of their shopping on Black Friday this year, down from 59% in 2015, according to the analysis released Tuesday by consultancy PwC.