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Online retailers dominate holiday shopping

An Amazon fulfillment center, fully stocked for Black Friday. Photo: Matthew Horwood/Getty Images
An Amazon fulfillment center, fully stocked for Black Friday. Photo: Matthew Horwood/Getty Images

More and more people are dodging the long lines and busy parking lots of Black Friday — and planning to do their holiday shopping online instead.

The big picture: Despite headlines and reports describing a retail apocalypse, brick-and-mortar stores still easily trump e-commerce sites, with online shopping claiming only about 10% of all retail. But when it comes to shopping around the holidays, online has a much larger share.

  • Last year, 30% of all retail dollars spent in November were spent online, per analytics platform 1010data. That's up from 17% in 2014.
  • This year, 54% of Americans say they plan to buy the bulk of their holiday gifts online, according to data from PricewaterhouseCoopers, reported by the Washington Post.

Go deeper: Cyber Monday's rise comes at Black Friday's expense