Social networking sites and iPhone applications have emerged as the new platform for retailers to promote their goods this holiday season.
According to a survey by BDO Seidman, more than half of the retailers are using social networks in their marketing strategies.
In 2007,
only 4 per cent of the stores adopted such policy.
Brick-and-mortar retail stores including Macy's Inc., Best Buy Co., J.C. Penney Co. and Staples Inc. are some of the stores using Twitter, Facebook and YouTube for increasing their sales.
These shops also have special offers for their followers online, reports the Washington Times.
Staples is offering Twitter "followers" an opportunity to win a 1,000-dollar Hewlett-Packard laptop and printer, while Old Navy's Facebook fan page is offering men's clothes at a cheaper price.
Marian Salzman, president of Euro RSCG Worldwide PR, a marketing communications firm, said: "Social networks let people connect with one another and retail and keep their shopping communal.
"In the Twittersphere, consumers looking for bargains own the day. They are in charge and can band together to maximize their own power."
Online buying is expected to increase 8 percent in the holiday season.