Executive Vice President Bobby Augst said the explosive popularity of social media has given the company a big boost. "People like sharing videos and photos of themselves doing exciting new things, so they have to go out and get behind the wheels of a race car, or go hot air ballooning, to get those photos to post on Facebook," Augst said.
To be sure, there are still many shoppers like Kim Mayes, who loves seeing a stack of brightly wrapped gifts under the tree.
"How much thought have you really put into a gift that you can just click and print?" said the 45-year-old investment consultant. "It's like giving a gift card."
But for people who prefer a thrill, there's a vast array of experiences to pick from — some romantic, others dangerous and some unusual.