Black Friday is nearly here.

The shopping holiday presents massive opportunities to meet shifting customer expectations, foster loyalty and provide standout service. SAP Emarsys found 1 in 5 consumers look to buy holiday gifts around Black Friday.

As retailers have begun offering big deals not just on Black Friday but the days before and after, customer expectations have changed, too. Customers have come to value higher levels of customer service than they might have otherwise expected during the mad dash of Black Fridays in years past.

With brick-and-mortar stores customers’ main channel of shopping, some retailers are looking to improve inventory management and staff up to provide a sense of normalcy this week. 

More consumers are also shopping on their mobile phones, making it critical that retailers reach them there, too. Some businesses are leaning in with personalized offers, gift inspiration and customer service help.

Here are five stories on how retailers can boost CX this holiday season.