A lot has changed for brick-and-mortar retail in the last decade, but contrary to rumors, traditional storefront retail is not dead. According to payment services company Fiserv, total retail sales during the 2019 U.S. holiday season grew 3.8 percent over 2018. While online sales in the U.S. are growing at faster rates than sales in physical stores – eCommerce sales during the 2019 holiday period grew 8.1 percent over the previous year – brick-and-mortar sales over the holidays posted growth of 1.4 percent over 2018.