The road to a Black Friday deal or a holiday shopping haul has gone mobile, and brands are scrambling to perfect their smartphone experiences as the season begins.

Mobile websites, apps, social media functions and more will follow consumers from inspiration to point of purchase. For retailers, the biggest hope is that their own mobile experiences will be enough to command attention, so shoppers don’t seek out competitors’ products.

“We’re living in the mobile world now,” said Mark Ballard, head of research at marketing agency Merkle. “It’s been a long time coming, but mobile is actually making up a majority of retail traffic. That’s a big deal as we get into this weekend.”

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