Friday marks the official start of the holiday season, but sales are already kicking off. In particular, brick-and-mortar retailers are looking for ways to beat out their online competitors. Aaron Shapiro, founder and CEO of Huge, joins Cheddar to break down what retailers are doing this holiday season. Shapiro explains that 70% of shoppers still expect to visit a store. A key to keeping consumers in the store, however, is building out experiences. Walmart, for example, is going to be hosting holiday parties in multiple store locations. This is just the latest move for the retail giant during the holiday season. While Shapiro has advice and hope for multiple brick-and-mortar locations, he still thinks some of the biggest winners this winter will be Amazon and other digital retailers.