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In 2015, Neil Stern of McMillan Doolittle said, "Black Friday is quickly losing its meaning on many fronts," because many stores opened on Thanksgiving, and a lot of sales started even earlier than that. Online shopping also made the day less important. A Gallup poll in 2012 has shown that only 18% of American adults approve of Black Friday, which is significantly lower than the percentage of American adults who approve of the controversial holiday Columbus Day, which is at 58%.