I needed to get a few items this holiday season:
1. LEDTV
2. Digital camera and accessories
3. Kindle (original)
4. Clothes
5. Toys
6. Books
7. Misc
I got 6/7 items on Amazon. Why? A few reasons: I'm already an Amazon Prime member (as a student it was just stupid cheap and I like the streaming options for kids shows) and the very few times I've had a problem with what was shipped to me they have been nothing but spectacular in dealing with it; usually just immediately shipping out a new item without me having to send what I already received back before they'd send a new item.
I also personally believe the shopping experience is far superior to the other online options I looked through (NewEgg, Target and Walmart). Target's site was slow, cumbersome and confusing. Walmart was somewhat similar to Target but at least their site loaded and Amazon's prices were lower for the same or very similar product and next-day option at $3.99 or free at 2 day killed anything I saw elsewhere.
Overall Amazon has been a winner for me for years for bigger purchases and if they keep it up, they'll continue to get my business. While I don't consider myself a HUGE buyer at the holidays, aside from the clothing I bought for my wife where I needed a very specific item that wasn't available anywhere but where I purchased it from.
YMMV.