(CBS) — If you’re noticing smaller lines at retail stores this year, it’s because online holiday purchases are shattering records.

Some independent store owners have learned to learned to co-exist with the Internet, CBS 2’s Vince Gerasole reports.

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Holiday Sales are more than a game for Scott Friedland.

Good thing business this year is booming at his Timeless Toys store in Lincoln Square. He credits that in part to his online presence offering free in-store pick up.

“They will come in pick up what they already bought online and do more shopping here in-store,” Friedland says.

Consumers are expected to spend a record $3 billion online this Black Friday. That’s up 11 percent from last year.

Forty percent of those purchases are being made by smart phone.

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So many were cyber shopping on Black Friday this year that the Macy’s website was overloaded with demand, causing purchase disruptions and slowdowns.

Enjoy Urban General Store, with its quirky novelty items, also drives customers in-house through its website, but says their personal touch is the best way to compete with cyber shopping habits.

Merz Apothecary, where specialty perfumes are top sellers, is also enjoying the sweet smell of success this holiday season. Owner Abdul Qaiyum says workers process as many as 600 orders a day.

Merzy now has a separate warehouse dedicated exclusively to filling orders through Amazon, he says.

“I used to read novels between customers. If I did $400 a day in sales, I was a lucky man,” Qaiyum says.

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