On the heels of the DynamicAction holiday Retail Index release, Phil Whaba, Fortune’s Senior Financial writer, posted: Deals, Deals, Deals: Shoppers Are Enjoying Deeper Discounts This Holiday Season. The piece highlighted that while many retailers had taken precautions to avoid over-ordering, consumers were holding out for the best deal possible…perpetuating retailers' promotional race to the bottom.

Here is a key excerpt:

"DynamicAction, which analyzed $4 billion in online transactions, and found that 67% of orders placed online in November used a promotion, up from 38% last November. This will come as a surprise to no observers: Amazon.com started its deals earlier this holiday season, and the likes of Best Buy, Target and Walmart were similarly aggressive in keeping pace."

Download DynamicAction's full Holiday Retail Index.