As retailers prepare for one of the busiest weekends of the year around Black Friday, experts predict this year is set to be the busiest on record – and mobile marketing is set to come into its own in driving these record sales.

Figures released in a report from Textlocal, one of the UK’s leading SMS platforms, reveal that online sales are set to dominate after last year’s figures showed a 24.9% year-on-year increase in the amount spent online, while retailers that incorporate mobile marketing into their strategy are also expected to benefit as sales on mobiles have increased by 36% in 2015, 51% in 2016 and as Britain boasts nearly 80m active mobile phones in circulation for the first time.

The growing importance of mobile is supported by figures from Google that show that 70% of customers purchasing in-store used their smart phones for research before the purchase and

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