I recognize that one consumer's behavior hardly makes a market, but this story is telling on many different levels. Mainly, although we are cutting back on our spending like everyone else, we are increasing our spending online.

I'm pretty sure we're not alone in that dynamic. As such, it explains the decimation we now see in the brick-and-mortar stores.

The biggest beneficiary of this trend is online king, Amazon. If you didn't believe reports that online sales at AMZN were holding up during the holiday season, you now have your proof.

I certainly know my family helped with its results.

In a nuclear economic environment, AMZN reported operating results that blew away expectations. The company stated Thursday that revenues in the fourth quarter grew by 18% to $6.7 billion, easily beating the expected $6.4 billion.

Earnings for the period were $225 million, or 52 cents per share. Analysts were expecting 39 cents. Looking forward, AMZN said it now expects current period revenue to be in the $4.53 to $4.93 billion range. Current expectations are for $4.57 billion in revenue.

If I didn't see it with my own eyes, I wouldn't have believed it.

A U.S. corporation delivers blowout revenue and earnings? Are you sure about that?

It is very real indeed, and so, too, is the stock rally in AMZN that is coming in the wake of the news. Shares jumped in the after-market trade after the news was released. The gains continued Friday with AMZN improving by nearly 18%.

Is this 1999, or what?

The results demonstrate the power of a strong business plan making the right decisions in a difficult environment. There are winners out there, and AMZN is one of them.

Jamie Dlugosch is a contributor to OptionsZone.com.