This year, retailers have fewer selling days to make their holiday coin. Lucky for them, the seasonal sales event still holds meaning for their customers.

On Monday, the retailer announced “an exclusive, long-term partnership with Fanatics,” for online sales, beginning fall 2019. “What’s crucial to note is that Fanatics is realizing the importance of getting in front of larger audiences by selling across various channels,” said Mousumi Behari, director of digital strategy practice at Avionos. “We’ll likely see more retailers worrying less about having their own branded storefronts, and instead, selling across marketplaces to grow revenue and maintain relevance.”