Mobile tactics such as SMS, optimized sites and QR codes are a better use of budgets rather than developing an application for holiday shopping, since affluent consumers are probably too busy or do not care enough to download a separate, branded app for this season.
While the holidays are the busiest time of the year for retailers and consumers alike, they are also a relatively short period of time compared to an entire year. Therefore, creating an independent branded gift guide or holiday shopping app may take more than what it is worth from an investment standpoint.