consumers. >> reporter: online juggernaut amazon is expected to take half of the holiday season sales growth. >> when we go online and we're dealing with a retailer there, i mean, they know ever detail about our past order history. they know the things that we like. they know the things we loant like. >> reporter: lee holman is the lead retail analyst with i.h.l. group. >> the reality is bricks-and-mortar retailers are still the dominant part of retail. >> reporter: but retailers are feeling the e-pressure. holman said retailers are opening smaller venues and catering to shoppers in urban areas. >> there are retailers that are planning smaller stores that are maybe a little bit more intimate, so the communication between the store associate and the customer can be enhanced. >> reporter: target is planning to open 130 smaller format stores by the end of 2019, like this one in the heart of manhattan's shopping district. the vast majority of shoppers