The holiday season is a critical time for retailers. On average, approximately 30 percent of all sales have traditionally occurred between the Friday after Thanksgiving and Christmas, with jewelers and certain other retailers reporting that the holiday season accounted for 40 percent or more of their total annual sales. In recent years, an increasing number of shoppers have been turning to e-commerce sites instead of brick-and-mortar stores for their holiday shopping. For 2016, e-commerce sales are expected to increase by almost 14 percent although total retail sales are expected to increase by only 3 percent. If the predictions prove true, 2016 could be the first holiday season in which e-commerce's share of holiday sales exceeds 10 percent. However, the competition will be fierce, so it is important for online retailers to embrace the proper methods and strategies to give them an edge over their competitors.