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Christmas shopping: 1 in 5 would visit the mall that day

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And you thought stores that opened on Thanksgiving were pushing it.

A new study by LoyaltyOne consulting firm found that 18 percent of U.S. adults would go shopping if stores opened at 6 p.m. on Christmas Day.

That number is even higher among millennials. According to LoyaltyOne, 30 percent of Americans between 18 and 24 said they'd shop on Christmas; among older millennials, between the ages of 25 and 34, 27 percent said they'd do so.

On the flip side, 24 percent of the survey's 1,267 respondents said they would not spend time in stores on Christmas, and would be less likely in the future to shop at or recommend stores that were open that day.

Another 58 percent simply said they'd never shop on Dec. 25.

The LoyaltyOne study comes as many retailers have made it a habit to open their doors on Thanksgiving Day. Consumers typically fall into one of two camps: They're outraged that stores are cutting into time that shoppers and store employees should be spending with family, or they're lined up outside for doorbuster deals.

Several retailers have taken a contrarian stance, using the fact that they're closed on Thanksgiving as a public relations maneuver. This year, outdoor brand REI garnered widespread media coverage and was applauded on social networks for telling shoppers to spend Black Friday outside.

Pascal Cohen, digital insights manager at analytics firm SimilarWeb, said that in terms of web traffic, many of the brands that were closed on Thanksgiving Day outperformed.

"The retailers who closed their stores performed better than their leading competitors," he said.

The debate over Thanksgiving openings is far from over. According to ShopperTrak, the holiday does not even rank among the top 10 busiest days of the year, causing some to question if it's worth the extra operational costs. But many analysts concede that for retailers playing the discount game, they stand to lose out on sales if competitors open earlier.

According to ShopperTrak, the day after Christmas is expected to be the third-busiest in terms of traffic, as people start making returns and redeeming gift cards.