CHICAGO – Target wants you to know Christmas is coming, but first, there’s Thanksgiving. The discount retailer said this week that it would not see a ton of Christmas decorations until after Thanksgiving this year, the Washington Post reports. “What we were hearing is, ‘Hey Target, we celebrate Thanksgiving and we want you to celebrate Thanksgiving, too,’” said a Target spokeswoman. “Now when people walk into our stores, they won’t see a huge splash of Christmas until after Thanksgiving.

Other stores are also pulling back on pushing the December holiday earlier, More retailers and shopping malls, such as Costco, Nordstrom and Home Depot, announced closures on Thanksgiving Day after years of “Christmas creep” that had many opening for limited hours on turkey day.

“Black Friday has lost its significance,” Steven J. Barr, consumer markets leader for PwC. “Retailers have conditioned the consumer to believe everything’s on sale every day, which means the deals on Black Friday are not significantly different from any other time.”

Meanwhile, an NPD Group survey found that more shoppers plan to start filling their Christmas lists Thanksgiving weekend. The Holiday 2017 shopping season will be the first when more U.S. consumers will start shopping in the middle of the season (Thanksgiving weekend through Cyber Monday) than will start late in the season (i.e. early December).

“The consumer that used to wait until after Thanksgiving weekend now shops during it,” said Marshal Cohen, chief industry analyst for The NPD Group, said in a press release. “Despite all the efforts in recent years to get shoppers shopping before Black Friday week we see little to no movement early in the season, but the last-minute shoppers have moved their timing up.”