America’s most intrepid shoppers will rush to stores this morning, hunting for bargains. But Black Friday, long the busiest shopping day of the year, is losing its buzz. Just 18% of shoppers expect to spend more than they did last year, against 45% who say they will spend less, according to Conlumino, a consultancy. That’s only partly explained by wobbly consumer confidence. People are spreading purchases more evenly through the year: about 40% started Christmas shopping before October was out. And shops on Black Friday resemble the fourth circle of Dante’s hell: why wrestle a stranger for a $99 television when you can stay at home and shop online? Some retailers are capitalising on the backlash. REI, which sells outdoor gear, will remain shut today. It is urging Americans to spend the day outside—and hoping that they will kit themselves out at REI soon.