While you might expect tech-savvy young shoppers to sit around feverishly snapping up sale items from their mobile devices at home, many millennials will actually be headed to stores on Black Friday. And they’re willing to wait in line longer than baby boomers, according to the latest data.

Nearly half of shoppers “converging on a big-box or department store” on Black Friday are ages 34 and below, Foursquare said, and about 56% of that crowd are women. Foursquare is a company that uses location information for its consumer apps as well as its business and enterprise solutions.

Once at those stores, 31.1% of young millennials (ages 18 to 24) and 23% of older millennials (ages 25 to 34) will stay in line to make their purchase “no matter what,” according to data from tech company Salient Management, a retail-focused provider of data analytics tools. Only 20.8% of baby boomers will do the same.

See also: Strategies for shopping on Black Friday

Shop Like a Holiday Bot

Shopping is a fixture of the holiday season. But the data shows that consumers are getting more than just holiday gifts out of their transactions.

“If a millennial shopper has chosen to shop in-store over online, it is because of a specific experience that a business is able to offer—whether it be through offering exceptional customer service, innovative check out or pick up options, competitive sales, tailored product selection and more,” said Guy Amisano, chief executive of Salient. The company polled 2,000 consumers for its holiday shopping survey.

See also: Most retailers would benefit from staying closed on Thanksgiving Day

Read also:This is how savings experts do their holiday shopping

About one in five (20.3%) said they’re willing to wait in line as long as it takes to purchase an item.

“We believe that millennials respond well to personalized shopping experiences, especially in-store, and this is most likely the biggest reason why millennials are willing to wait longer in checkout lines during the holiday season,” Amisano said.

Make no mistake: For many, the promotions are what make the sale on Black Friday. Nearly two-thirds of respondents (61%) to the Black Friday Shopping Survey conducted by BFAds.net,a site that publishes leaked Black Friday ads and other news, say low prices are the primary reason they shop for Black Friday deals. Many will be heading to Amazon.com Inc. AMZN, -4.12% (68%), Wal-Mart Stores Inc. WMT, -1.67% (64%), Target Corp. TGT, -1.99% . (57%), Best Buy Inc. BBY, -1.05% (49%), Kohl’s Corp. KSS, -3.21% (37%) and Ebay Inc. EBAY, -0.47% (19%), according to the results.

See also: What not to buy at Target and Walmart

Read also: What not to buy on Amazon

But others are looking for some holiday cheer in those crowded store aisles. The Citi Retail Services Holiday Shopping Survey found that 81% of millennials feel that shopping in a store is one of the best ways to get into the holiday spirit.

And 71% of millennials feel some of their best holiday memories come from shopping with family and friends.

“People can choose where and how they shop, and the seamlessness of the online experience has made shopping online an appealing alternative to standing in long lines in the store,” said Traci Gregorski, senior vice president of marketing at Market Track, a provider of subscription-based advertising, brand and pricing intelligence. “For those who choose to go in store on Friday, they are less likely to encounter the crowds of previous years.”