The influence of mobile on coming holiday sales is starting to be projected as a portion of the more than $900 billion spending expected.
Total in-store and online holiday sales are going to increase 5% from last year, reaching up to $986 billion, according to the latest annual forecast.
The study is from Deloitte, one of the first firms to measure and report on the influence of mobile on the overall purchase process.
This study shows that consumer use of smartphones, tablets and PCs will influence 50% of brick and mortar sales, which translates to $345 billion.
Most mobile commerce retail studies typically focus on the actual transactions that occur on a mobile device, which can mask the true impact of mobile on shopping.
Mobile commerce also is often considered to be only the purchasing of items using a mobile device.
In the Deloitte study, sales not in a store are projected to increase 14%. Those sales would be digital and mail order, according to Deloitte.
The impact of digital on physical sales is apparent, with Deloitte estimating that 84% of shoppers using digital tools before and during their trip to a store.
We know from other studies that shoppers want to go to a store to shop and they will do that this holiday shopping season.
The reality is that while a store may be final location where a consumer acquires an item, they will be influenced multiple times along the way.
For example, they research at home on a smartphone or tablet, as numerous studies have shown.
Through various geofences along the way and at a store or mall, consumers who want them can receive targeted messages, ads and relevant offers.
Relevant targeting is one of the reasons in-store beacons are such a big deal, since they provide the capability to reach shoppers more precisely where they are in a store with more messaging that matters to them at that time.
All the early holiday shopping forecasts say more will be spent in stores this year.
And whether seen or not, mobile will increasingly play a role in most of those sales.