The official end of summer isn’t until later this week, but consumers are already scouting holiday deals online, a new study finds.

According to an online survey of 1,003 U.S. consumers conducted by online advertising technology firm The Rubicon Project, roughly 22% of Americans have started researching Cyber Monday deals as of August, up 10 percentage points from Rubicon’s study conducted this time last year.

About 47% of consumers said they plan to shop online on Cyber Monday, the Monday after Thanksgiving (Nov. 28), versus 42% for Black Friday, the day after Thanksgiving (Nov. 25), the company says.

In looking at the entire holiday shopping season, the survey found 73% of respondents plan to shop online (slightly lower than 75% last year), and more than 1 in 3 plan to shop via mobile devices. About 22% of consumers do not plan to shop in stores at all this year.

And even if consumers aren’t planning to purchase online this year, they’ll do a lot of web research before hitting the stores, the data suggests. In total, 84% of consumers will either shop online or do research online, including 91% of parents and 92% of millennials, which generally are defined as those born between 1980 and 1998.

Those most inclined to shop online and via mobile during the holidays are millennial men, the survey finds, and they are most likely to shop for gift cards (cited by 64% of respondents), apparel (57%), toys (46%) and technology (37%).

The survey also finds that mobile shoppers are getting more comfortable purchases across all categories. Of the U.S. consumers polled that said they shop on a mobile device at least monthly, mobile holiday shopping is increasing across all categories compared to last year—especially video games, technology, toys, sporting goods and home goods.

Who will the biggest spenders be? According to survey, the millennials and parents.

Parents will spend an average of $1,711 on holiday shopping this year—up 23.7% from last year. 76% of parents will make their purchases online, and 17% said they will make at least half of their holiday purchases on a mobile device.

Millennials will spend around $1,427—up 33.1% from last year. Roughly 72% of millennials said they will shop online and 58% said they’ll purchase via their mobile device. 21% of millennials said they will make at least half of their holiday purchases on a mobile device.

The survey did not break out online versus offline spending predictions.

Online and offline leaders Amazon.com Inc. and Wal-Mart Stores Inc. top the list for the most popular shopping destinations for both groups, as 67% of millennials said they prefer to shop at Amazon for holiday purchases, and 60% at Wal-Mart. The same two retailers tied for the top holiday shopping destination for parents.

Amazon is ranked No. 1 in the Internet Retailer 2016 Top 500 Guide. Wal-Mart is No. 4.