Heading into the holiday shopping season, some retailers have decided the best way to confront competitors in the digital world is to go digital themselves.
Even the giants of retailing say some of their biggest competition is not only the store next door, but the store online.
"Because they know people are going to be whipping out their smartphones and pulling up to see what is Amazon's price or what are the prices online," said Kelli Grant of SmartMoney.com.
Stores like Toys R Us and Target have decided to get aggressive just in time for the holidays by using price-matching, layaway and free shipping.
"Stores do not want to be Amazon showrooms this year. It's something that we're seeing repeatedly throughout the stores with a variety of different promotions," said Grant.
Target is also utilizing QR codes for easy access to its top toys, even if the item is not in stock.
"You can snap a picture of the code with your phone and then have that item shipped directly to you for free," said Grant.
More so than holidays past, retail experts expect some brick-and-mortars to be more digital than traditional this year.