The gifts are all unwrapped. Returns and exchanges have been made. Now it's time to cut through all the marketing hype to see what really happened during the holiday shopping season.
Which retailers did the best job of making us happy? Who really had the lowest prices?
We spoke to three marketing research firms, 360pi, ForeSee and DealNews, to see what they found when they ran the numbers. Here are the major takeaways.
The Black Friday savings myth
Retailers would like us to believe that we'll find deep discounts on a wide assortment of merchandise on Black Friday. The 360pi Holiday Report calls that widely held notion "more perception than reality."
While you can snag some amazing bargains on a limited supply of door-buster deals, Black Friday prices overall are nothing to get excited about.
"The prices on Black Friday are not as good as they would appear to be, and in many cases, you're paying a premium on Black Friday, which is not what people expect," said Jenn Markey, 360pi's vice president.
(Read more: Hey, it'll be cheaper after Christmas!)
For this report, 360pi studied pricing data on more than 8,000 items during the 18 days from Nov. 15 to Dec. 2 (Cyber Monday) for 23 major retailers, including Amazon, Best Buy, Costco, Sam's Club, Sears, Target, Toys R Us and Wal-Mart.
"Among the majority of monitored retailers, average prices did not change significantly on Black Friday, and in many cases actually increased compared with the day—and even the week—prior," the report concluded.
Amazon was the one exception. The data show it discounted "considerably more and more deeply on Black Friday" than any of the other retailers in this study.
The report notes that some mass market merchants, including Costco, Sam's Club, and Wal-Mart, raised their prices on certain merchandise on Black Friday.
At Target, prices dropped significantly, by as much as 12 percent in some cases.
Wal-Mart challenges the report's conclusions. Sarah McKinney, Wal-Mart's director of communications, told CNBC that "as a low price leader, nobody pays a premium for a product at Walmart—especially on Black Friday." She said the company dropped the prices on some of its most popular Black Friday items.
"Once again, more than 22 million customers chose us because we had the prices and products they were looking for," McKinney wrote.