About one-third of Americans plan to do the bulk of their holiday shopping on Black Friday, according to PwC. That's a 24 percent decrease from 2015. One reason: deals are becoming more spread out. Ted Rubin, CMO at Brand Innovators and Co-Founder of Prevailing Path, says he doesn't think Black Friday is going away, but sees this shopping holiday expanding. While Black Friday shopping is shrinking in-store, Rubin says it's getting bigger online. This season, U.S. e-commerce sales are expected to increase 11.5 percent. Amazon has the largest share of e-commerce sales in U.S. retail. It is expected to capture 43.5 percent of this space in 2017, according to eMarketer. Rubin says Amazon is doing a great job at expanding its consumers' touch points through deals with Whole Foods, Kohls, and Amazon locker. As a result of the Amazon effect, other retailers are expanding their sales to start earlier in the season. While Amazon is dominating the e-commerce space, Rubin says he expects the e-commerce giant to continue to increase its footprint in real estate.