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Last updated: Tuesday, December 22, 2009

For Americans, the mobile phone is quickly becoming Santa’s biggest helper. Powerful software applications for devices like the Apple iPhone are making it easy for bargain-hunting consumers to see if another retailer is offering a better deal on a big-screen HDTV or pair of shoes and to use it to haggle at the cash register. Online retailers are revamping the mobile versions of their sites so consumers can make purchases without tedious typing. And offline retailers, battling for every last dollar, are sending cell phone users electronic coupons to lure them away from competitors. Online coupons have been popular for several years in countries like South Korea. And in Japan, more than 50 million people already carry devices that can serve as wallets — the phone can be waved over a scanner at a cash register, and the price is either deducted from a prepaid account or charged to a credit card. Now, Americans are stepping up their use of their mobile phone to shop, albeit in slightly different ways. One in five U.S. shoppers said they intended to use their cell phones to shop this holiday season, according to an annual survey by Deloitte, the accounting and consulting firm. Of those, 45 percent said they would use their phone to research prices, 32 percent said they would use it to find coupons or read reviews and 25 percent said they would make purchases from their phones. “We are at the cusp of this technology really driving a lot of activity during the shopping season,” said Stacy Janiak, United States retail practice leader at Deloitte. “It is both an opportunity and a challenge for a retailer, because you can have a consumer who can cross-shop your store with other bricks-and-mortar stores or online, all from the convenience of your aisle.” Heather Reed, a mother in Cypress,…

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Bargain Hunters Get Advice from Smartphones

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