Today's the official day to see if the work you've done recently has paid off.
Just be ready for competition to increase.
Acquisition and ad costs are going to go crazy over the next month.
Stores who have been working on their SEO all year should see it starts to payoff with better rankings as buying-based searches increase.
Email marketing campaigns will increase sending and shift to use more persuasion methods.
Social media will be flooded with marketing and product hype.
Even if you don't do much of this yourself, it's going to be impossible to avoid the consequences of it all over the next month.
Whatever you are doing, don't get too caught up in the excitement. Remember that the real profit is made in the months after the holidays by the customers who stick around.