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In holiday seasons past, some retails have been concerned about consumers using their smart phones in-store to hunt for better deals. This year, those same retailers are embracing consumer’s smart phone addictions by increasing their activity on social platforms.

Pinterest, for example, has a number of holiday specific pages such as “Holiday-Party-Planning” and “Holiday & Events” that retailer like Target and Nordstrom are eagerly engaging. In fact, just today, Pinterest released a new feature, a “Holiday Gift” category that not only offers consumers gift ideas but will also give retailers a great space to showcase new holiday items.

Additional support for Pinterest comes from a recent IBM Digital Analytics Benchmark pole which showed that, during a four-week period in October and November, customers referred from Facebook spent an average of $54.64 per order, compared to an average of $123.50 per order from Pinterest.

While Pinterest is great, retailers are using more social media across the board; Facebook, Youtube, Instagram, Twitter. Jeffrey J. Jones II, chief marketing officer at Target stated that “Last year we would’ve used three or four social platforms. This year we’ll use seven or eight.”

For more information, visit The New York Times