With Radio Shack’s second filed bankruptcy in the books and Amazon’s share of consumer electronics sales on the rise, this year’s Black Friday sounds bleak for retailers. However, Best Buy’s shares were up 58% in May and Walmart’s online sales rose 50% in the past year, according to L2’s Consumer Electronics report.

The reason? More and more consumer electronics brands are partnering with e-tailers — offering them the opportunity to get ahead of Amazon in what promises to be a very competitive Black Friday.

Consumer electronics brands purchased over five billion ad impressions across Best Buy, Target, and Walmart this year, according to L2’s Consumer Electronics: E-Tailer Strategies report. They also invested in product pages that made for an easy path to purchase.

Well-curated, personalized emails and customer service, both online and offline, can also be points of differentiation. Consumer electronics brands should pay close attention to emails sent out by their e-tailer partners, which send three times as many emails to 45% more consumers a month as they do, to ensure that assets, language, and branding remains consistent across communications.

Amazon, however, is hoping to sidestep both of these points. The e-tailer seeks to one-up big box brands by getting people to head to the store for tech and turkey, just in time for the holiday and gifting season. Given that only 10% of all retail purchases are made online, this strategy could be effective.

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