Amazon has emerged as an early front runner this holiday season, nabbing 37% of total U.S. online Black Friday sales – but the race is not yet run. 77% of people say they will shop all throughout the season, and 1 in 4 leave their merrymaking until the last minute. How do we know? We spoke to over 500 U.S. customers about their shopping habits this holiday season. Here’s what we unboxed.