Black Friday: Ready. Set. Click. Shop.

Tis the season to be worried if you're a retailer.

The holiday shopping season, which typically kicks off on Black Friday and stretches through Christmas can make up as much as 40 percent of total sales for the entire year.

With a late Thanksgiving, 2019 will see the fewest shopping days possible.

Still, the National Retail Federation predicts holiday sales will rise from a year ago, with consumers spending an average of roughly $1,050.

Benefitting from that spending?

Best Buy...

the company on Tuesday topped quarterly profit forecasts and raised its outlook for the year. The electronics retailer expects this holiday shopping season to be a strong one.

That upbeat view is shared by others such as Target and Walmart.

What do these three have in common? They each have bulked up their online presence to make it easier for shoppers to get what they want - whether its faster in-store pick up, in the parking lot, or home delivery. That's a major step in reversing some ground lost to, which will remain a dominant player.

But Dollar Tree warned Tuesday the holiday quarter is going to disappoint. Many of the products it sells are made in China, which means prices will be higher this year due to a prolonged trade war between Washington and Beijing.

Department stores like Macy's and any retailer relying on mall traffic: think Gap, Victoria's Secret, Kohl's, JCPenney, Sears, these former retail giants still haven't found the right strategy to win back customers in the digital age.

Another reason reason for these retailers to be cautious--- A closely-watched report on consumer confidence came in weaker than expected on Tuesday. November's drop in confidence was the fourth in a row.

That - along with a consumer spending slowdown that's faster than economists expected - suggests retailers might have to fight hard for every sale...

and for consumers that could lead to one thing: bigger discounts after Friday.