We’re here — the final stretch of selling for Holiday 2015.

Or are we?

It’s mid-December, and the temperature is a balmy 60 degrees here in New York City. While old man winter hides out (or takes a sabbatical), I’m content to have this moment to muse on the retail holiday season so far, and what might be in store for the next week-and-a-half.

My top four highlights of the Black Friday/Cyber Monday and holiday season selling to date are the following:

  1. Foot traffic wasn’t stellar on Black Friday. 2015 was the first year that online shoppers actually outnumbered those who ventured out. After all that turkey, who wants to put on pants?
  2. Not the year of the sheep; it’s the year of the smartphone. Forty percent of online shopping on Black Friday took place on smartphones, and another 10 percent to 15 percent on tablets. I suggest this is partially because phone screens are getting bigger, and partially because more websites have gone responsive or adaptive, making the mobile shopping experience much better than last year. No thanks Siri, I got this.
  3. Gas prices are down, but instead of a shopping spree, consumers are saving the money they would have spent at the pump. Low wage growth paired with economic and financial instability here as well as internationally are to blame for that shift. Bah Humbug.
  4. It’s not just the weekend. Holiday sales and retail events have spread from just the key days (Black Friday, Cyber Monday). In fact, most events and promotions actually started on Thanksgiving this year. Aren’t you thankful? Mostly I’m thankful that I can stealthily look at Instagram with my phone under the Thanksgiving tablecloth.

So, the important question is what does this mean for you as a retailer? Luckily, we have some situational variables that are knowns, so it’s time (ready, math joke incoming) to solve for the unknowns.

Let’s go through the first one: foot traffic wasn’t stellar on Black Friday. If you’re in e-commerce like me, that’s great. If you’re on the store side, you might think you have a tougher road when, in fact, you just need to use your unique tools more purposefully. Play up the experiential factors that can’t be touched (see, a pun!) online — e.g., try on in-store, in-store sales assistance and in-store events are all reasons to come in. J.Crew, for one, gets it:

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This email was brilliant. The draws were many — gifts, free tasty breakfast treats, and stuff on sale for the gifts I need to buy (and for me). And look: a little map showing me the location of my nearest store! Now that’s worth putting pants back on for.

So before we cry in our eggnog about soft sales, think through each of these highlights and what they mean for your customer and your business. These situational factors, while not all merry, do mean something for your business and what you can do with your unique assets and talents to creatively drive sales. Cheers to that!

Amy Madonia is the vice president of e-commerce and marketing at Donna Morgan. Prior to Donna Morgan, Amy held e-commerce positions for leading brands such as Nautica, New York & Company, Michael C. Fina, Wrangler, Hanes and Temptu.