There are only 28 shopping days between Thanksgiving and Christmas this year and while that’s two more than last year, it’s still a short period for retailers to maximize their efforts.

As online marketers gear up for the big online milestone shopping days (Black Friday, Cyber Monday, Free Shipping Day) it’s crucial to remember that nearly each one of those 28 days could be very important. Many industry watchers claim there may not be a single huge shopping day, but rather increased online shopping throughout the season.

Using historical data we can see which days traditionally bring in the most revenue, but that seems to be changing each year. along with forecasts. A new Adobe report predicts that Black Friday will reach $1.7 billion this year. However, Cyber Monday is expected to hit record numbers with $3 billion in sales – a 12 percent increase year-over-year.

Just a few years ago, shopping on Thanksgiving day wasn’t even a thing. Now it’s a big deal for retailers and consumers. According to Adobe’s 2015 holiday sales forecast, Thanksgiving Day will see the fastest growth for the second consecutive year, growing 18 percent year-over-year to reach $1.6 billion in online sales. That growth is predicted despite some big-name brick-and-mortar retailers – like REI – making the decision to stay closed on Thanksgiving Day and  Facebook pledges to not shop on the holiday

And consumer behaviors are also shifting quickly. According to Adobe, mobile will drive the majority of online shopping visits (51 percent) for the first time in 2015 on Thanksgiving Day, where it will account to close to a third (29 percent) of sales – up 12 percent over last year. And mobile shopping will also replace desktop shopping on Black Friday and Cyber Monday. Christmas will exceed Thanksgiving in mobile share, though, accounting for 52 percent of visits and 30 percent of sales,  the Adobe report states.

This is likely to be the biggest holiday shopping season ever for online retailers as understand consumer’s motivations around pricing and convenience. These efforts are taking the form of offering free shipping for the entire holiday season (like Target), or having deals and discounts over the entire holiday period, or giving consumers more options for ordering online and picking up in store.

I can’t wait to see how this all shakes out.