NEW YORK (

TheStreet

) -- Cyber Monday, while still a small slice of total holiday sales, is clearly gaining in importance.

This year, Cyber Monday sales are expected to top $10 billion, a 13.2% surge from 2009, according to IBISWorld.

And while research firms have mixed surveys regarding just how many consumers will click buy on their online shopping carts on Nov. 29, it is undeniable that increasingly more shoppers are turning toward the Internet to find the best deals.

Retailers looking to capture consumers' dollars earlier this season have rolled out promotions online far ahead of Cyber Monday.

Don't Miss: 6 Hot Sites for Cyber Monday Deals >>

As a result,

free-shipping wars

have emerged, with four out of five retailers saying they will offer such promotions at some point this holiday season, according to a Shop.org survey. Of course,

Wal-Mart

(WMT) - Get Report

is looking to top rivals with its free shipping promotion on over 60,000 items, but

Amazon

(AMZN) - Get Report

and

Best Buy

(BBY) - Get Report

are keeping pace.

Social networking has also become a bigger part of the equation, with companies like

Gap

(GPS) - Get Report

and

Macy's

(M) - Get Report

attempting to woo customers via Facebook.

Overall, e-commerce sales are expected to grow 10% during the holiday season to $32 billion, according to Susquehanna Financial. But who will grab the most of these dollars remains to be seen.

--Written by Jeanine Poggi in New York.

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Jeanine Poggi

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