The number of online-only shoppers jumped 44% during the Thanksgiving holiday weekend in the United States to 95.7 million, the National Retail Federation said on Tuesday, even as the overall number of shoppers dropped.

The challenges of this unique holiday shopping season have made omnichannel commerce a necessity. With several states closing non-essential brick-and-mortar stores and others severely limiting the number of shoppers allowed inside, consumers embraced online shopping with gusto during Cyber Week — Thanksgiving Day to Cyber Monday — with a big surge in mobile ordering.

On one side: Amazon. On the other: a new alliance of brands and platforms. Who will win?

Amazon says it has just had its “biggest holiday season to date” as customers turned to the site to shop rather than venturing out to physical stores. Top-selling items included the Echo Dot and Amazon Fire TV Stick 4K.

The season isn’t so much revving up as already in full swing — and now the pressure is really on for retailers to switch up their holiday game plans.

Informational content such as buyers’ guides and how-to instructions enables you to lure shoppers to your site while they’re in research mode.

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