Fewer Black Friday Shoppers Expected This Year

I'm not a Black Friday shopper because to me it's just not worth it.  According to some recent consumer surveys only about 37% of shoppers plan on going to an actual store for this year's Black Friday deals.  That's probably still too many people for me.  I'm not willing to wait in a line for hours to get the best deals and the other stuff just doesn't save enough.  Plus, I like not being in fights.  Nothing about Black Friday seems Christmasy at all.

If you're a Black Friday pro, how'd you do last year and what's the plan for 2018?