All any retail business wants for this holiday season is their customers to be happy and their revenue to increase. However, over the years, eCommerce sales have grown compared to in-store. With the success of giants like Amazon and other players in the market, brick and mortar businesses have started to think about reaching their customer base in new innovative ways and get them back into the store. But maybe, it is not about that. Consumer preference on how they shop are evolving and they are using each channel differently.