Convenience, a wide selection and easy (often free) returns – no wonder consumers see e-commerce as the solution to the problem of finding gifts for everyone on their holiday list.

Since online doesn’t have the geographic boundaries that physical stores have, it is left with one weapon:  price.

The power of Black Friday and Cyber Monday sales can’t be denied.  Consumers might complain that the deals aren’t as good as they used to be.  Or that you can find deals online throughout the year.  However, when these mega events occur, they still take a look – and ultimately make a purchase.

For years, physical stores watch this and simply wallowed in defeat. 

Then a few got smart.  They looked what they might be able to do that e-commerce couldn’t do.

A few also noticed the eroding margins that accompanied strong top line growth in the e-commerce space.

And thus stores started to plot a comeback.