2016 is the year to break records, especially in retail. In holiday shopping only, it is projected that an estimated $655.8 billion will be spent on gifts. Since we are currently in the midst of holiday shopping (and trends show shoppers are shopping to the 12th hour), digital shopping has been playing a key role in recent years. While people still value touching and analyzing a product in their hands, shoppers are just as into tapping on their smartphone screens and hitting the BUY button. Mobile searches are up by over 30% since last year and (crazy enough) 43% of mobile shoppers in consumer electronics will purchase their products on their mobile devices while in store. What it all truly boils down to is what marketers today call “frictionless shopping” or as we like to call it convenience. Nearly 7 in 10 shoppers say it’s utterly necessary and extremely important that a retailer offers multiple ways to buy a product. Free shipping is the number one promotion used and sought after, surpassing coupons and discounts. No matter how you choose to shop, there is something you can surely count on – marketers will be everywhere in every moment; true holiday magic.