However, its not all a slam dunk for online retailers, the NRF poll found a surprising trend of shoppers that Amazon can’t capture – buy-online, pick up in store and ship to store options have grown in popularity, as 45% of the surveyed respondents that are taking to the web signaled a desire for at least one purchase to be picked up in store.

The holiday shopping season is an American pastime that will not be going away, no matter which way consumers evolve. Who wins the season and which investors benefit the most though will always be awarded to the firms that stay nimble and respond most quickly to changing consumer demands. For now, the herds at the store and long lines are giving way to a more comfortable, cozy shopping experience – the one at home on the couch.