Along with fine-tuning their messaging mix, major retailers have seen an uptick in the number of shoppers electing to use their in-store pickup services. At J.C. Penney, for example, one-third of online orders are now collected from its 1,000-plus locations.
From Nov. 1 to Nov. 28, retailers rang up $39.97 billion in online sales — a 7.6 percent increase over the same period last year, according to Adobe Digital Insights. That includes record-setting Black Friday and Cyber Monday events, and captures 80 percent of all transactions from the top 100 U.S. retailers. (The firm does not disclose whether or not Amazon's sales are included.)
Adobe predicts online revenue will increase 11 percent this year, to $91.6 billion. And while a hefty chunk of this season's sales is sure to go to Amazon, there's room for traditional retailers to grab a piece as well.
"In a growing market, it's not a zero-sum game," Andrew Lipsman, vice president of marketing and insights for comScore, told CNBC.
ComScore's data show that Amazon, eBay, Wal-Mart, Kohl's and Target were the most visited retail websites on desktop computers and mobile devices on Cyber Monday.