TODAY | November 26, 2012
>>> let us start with the big story , cyber monday. diana alvear is at ground zero for action at the amazon.com fulfillment center in phoenix. diana , good morning to you.
>> reporter: matt, good morning. you can definitely feel that cyber monday is in full effect here at amazon. it is their biggest day of the year and a huge one for all retailers. this year experts estimate online sales will rise 12% thanks to a growing number of so-called couch consumers. far from the maddening crowds . kick bicknell fills her cart with a click.
>> i'm a definite 100% online shopper.
>> across the country jennifer swinford does the same.
>> i don't have to worry about lines. i don't have to worry about people being irritable, waiting forever to see if a product is still in stock.
>> reporter: both took advantage of black friday deals, but they are waiting to see what cyber monday holds, a process made much easier with smartphones and other devices and custom-made apps by major retailers.
>> i love the apps for ebay, amazon, papaypal, whatever store i need to shop at i do it that way.
>> reporter: today on cyber monday more than 20 million shoppers are expected to do it that way as well, up 14% over last year. they no longer have to wait till work on monday morning which is why experts say the boundaries between black friday and cyber monday have blurred.
>> it's almost morphed into a five-day holiday shopping period.
>> reporter: this retail expert say stores stagger their deals to keep consumers coming back. some retailers like sears after online-only deals and encourage shoppers to pick those items up in the store to avoid shipping fees.
>> if you pick it up in the store, you'll buy something else.
>> reporter: for many online shoppers, convenience is king. their top destination so far, online giant, amazon.com. booming sales required bringing in 50,000 seasonal workers.
>> it is a day that rivals black friday, for sure. last year cyber monday was our busiest day of the year. customers ordered 17 million items, 204 items persecond.
>> reporter: at their largest fulfillment center in phoenix, arizona, workers say you can feel the holiday rush.
>> definitely more picks, more orders are coming in, more numbers definitely. more energy.
>> reporter: and you're look at the inbound floor of the largest of 40 fulfillment centers that amazon has across the country. when i say big, this place is big, 28 football fields, the equivalent of, and i saw a lot of people around here riding tricycles to get around and somewhere is my brother's christmas gift. hopefully he's not watching.
>> diana , thanks very much. five