In the old days before smartphones and iPads, it was simply known as Thanksgiving, but now digital ad agency Digitas thinks it should also be known as “Mobile Thursday.”

Indeed, a new survey from Boston-based Digitas and Harris Interactive concludes that smartphone shopping is becoming so prevalent on Thanksgiving that the day needs to be rebranded as “Mobile Thursday” so it can assume its rightful place in the retail calendar along with such existing high holy days as Black Friday and Cyber Monday.