 A survey conducted in 2005 by GfK NOP discovered that "Americans aren't as drawn to Black Friday as many retailers may think", with only 17% of those polled saying that they will begin holiday shopping immediately after Thanksgiving, 13% saying that they plan to finish their shopping before November 24 and 10% waiting until the very last day before performing their holiday gift shopping.According to a survey by the Canadian Toy Association, peak sales in the toy industry occur in the Christmas and holiday season, but this peak has been occurring later and later in the season every year.In 2005, the kick-off to the Christmas and holiday season for online shopping, the first Monday after US Thanksgiving, was named Cyber Monday.