Retail therapy has long been a rich country’s rite of passage. Although, the way we indulge our retail therapy is changing as quickly as our smartphones. This Black Friday we reached record retail sales at traditional brick-and-mortar stores, yet the merging Cyber Monday is proving to be a fighting younger brother. Up 33% this year, according to the Washington Post, online commerce is trending upwards from $175 billion in 2007 to a projection of $335 billion in 2012 (Forrester Research).

Groupon ushered in the new era of group buying, and now hyper local and vertical deal sites are the name of the game. One such company, Santa Monica, Calif-based FamilyFinds, launched this week with $5.75 in funding from Split Rock Partners.