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We’re preparing for another Black Friday and Cyber Monday. But are brick-and-mortar stores still competitive?

CBS News business analyst Jill Schlesinger told Seattle’s Morning News that, surprisingly, they are. Brick-and-mortar stores are fighting back against online retail.

Find something not retail-related on the Holiday Map

As Schlesinger explains it, physical stores are catering to our senses. It’s called “retailtainment,” which turns holiday shopping into more than just a chaotic stampede.

Schlesinger says one of her favorite examples is the Eddie Bauer which, last year, gave customers a chance to test out cold weather clothing in freezing conditions.

Even online retail giant Amazon has embraced physical retail to some extent. The company, whose shares rose 7 percent after exceeding third-quarter expectations, is including a “physical stores” breakout in the net sales data. The company reported $1.27 billion for in-store sales — though much of that follows the Whole Food purchase.

Still, Amazon now has more than a dozen bookstores which sell toys, electronics, and other gifts. The company also has small shops in malls and is opening temporary shops in Whole Foods, .

With an improving economy — generally speaking — and more people at work and slightly higher wages, Schlesinger says retailers should expect a good shopping season. She still has her eyes on some struggling companies, such as Sears and Neiman Marcus.

So it sounds like there will be plenty of good shopping to be had this season. Just wear your helmet if you’re going shopping on Black Friday.

Listen to the entire interview here.