Retailers are "making sure that when they communicate directly with shoppers, that they have that perception of value versus spamming," said Giovanni DeMeo, vice president of global marketing and analytics for Interactions Marketing.
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According to a recent study by Cisco Consulting Services, 52 percent of shoppers are more willing to share their information if they feel like they get good value in exchange. That could be an email with a product they like to buy or an app that triggers coupons when walking in a certain section of the store.
A separate IBM survey in 2013 of more than 30,000 global shoppers found that the number of shoppers willing to share their current location via GPS nearly doubled compared with the previous year, to 36 percent. Twenty-two percent said they would give out their cellphone number to receive text messages from retailers.
There are a number of factors that influence how open certain people are to sharing information, and they don't always come down to age, DeMeo said. Some reasons include how frequently people buy online and where they live. That's because people residing outside of major metropolitan areas are more comfortable shopping on the Web, so they can avoid driving long distances to get products.
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"A lot of it now is about shoppers taking control and retailers are giving shoppers that perception of control," DeMeo said. "Those who are exposed to it more and more are becoming much more desensitized to it."
DeMeo said that much of the creep factor associated with targeted promotions has waned, because retailers are becoming smarter with how they communicate, and customers are getting more accustomed to it. Still, according to Experian Marketing Services, only 30 percent of brands personalize emails sent to their subscribers.
But it's a trend that's likely to pick up. According to Experian's 2013 Email Market Study, retailers with both a retail website and physical stores saw a 37 percent increase in unique open rates for emails with personalized subject lines, compared with emails sent during the same time period with nonpersonalized subject lines.