Research from eMarketer notes a difference between the concerns of holiday shoppers in physical stores and online. Visitors to physical stores must contend with unusually long lines and crowds during the holidays. In contrast, online shopping concerns during the holidays do not differ substantially from those expressed at other times. This suggests a more uniform and familiar shopping experience for online retailers during the holidays. However, retailers should ensure that privacy policies and security assurances are spotlighted on shopping sites even as online stores seek to spotlight holiday deals.