Retailers are aware of the fact that consumers are increasingly using their mobile devices to carry out shopping related activities, including researching items, comparing products and purchasing. While many merchants are facilitating these processes for customers by providing mobile-optimized websites for easier browsing, smartphone and tablet applications can also help shoppers. As both businesses and consumers gear up for the holiday shopping season, apps can help retailers boost their sales and assist shoppers with their gift buying.

It's going to be an 'appy' season

Internet Retailer reports that a recent study by PriceGrabber revealed that 31 percent of respondents stated they have a shopping-related application currently on their mobile device. Of that amount, 82 percent said they plan to use the apps when shopping this holiday season, with saving money being the main purpose. Of the customers who do not currently have these types of apps, 32 percent of respondents stated they will download them in the coming months to help their shopping.

Nearly half (42 percent) of consumers said they will be buying both large- and small-priced items through their applications. Forty-one percent will purchase products less than $100, while 10 percent stated they will buy all of their gifts and items by using applications, the research found.

"Instead of clipping coupons, shoppers are scouring the Internet and turning to their mobile devices to find the best deals," said Rojeh Avanesian, vice president of marketing and analytics at PriceGrabber. "With mobile shopping growing at a rapid rate, it will be interesting to see how retailers will gain the shoppers' attention in the competitive mobile market space this holiday season."

Preparing for the mobile purchasing rush

While it will be beneficial for retailers to develop and launch mobile applications to accommodate these shoppers during the holiday season, those that have mobile-optimized websites can also see many advantages. However, merchants that have neither may not be able to have as successful seasonal sales as they were hoping for.

TopTenWholesale offers some suggestions for businesses that are considering providing mobile websites for device-carrying customers. All elements included on the page need to be simple and easy to navigate, as this will reduce confusion and lead to streamlined transactions. Additionally, written text needs to be kept to a minimum. The products and services offered need to be the main focus, the source states.