Mobile traffic last year around Black Friday amounted to 40 percent of all site visits, but from all that traffic, mobile generated only 22 percent of online sales. It was clear that shoppers were using mobile for browsing, but clearly much was left to be desired when it came to actual sales. This year, that mobile traffic will likely be much higher (last year, it grew by 34 percent) and so too will online sales, one hopes.

How are marketers addressing this disparity between traffic and sales when it comes to mobile Making things generally easier for consumers will help immensely.

This holiday season, 30 percent of U.S. shoppers are planning to use Apple Pay or Google Wallet, which will help to nudge sales a bit for mobile. Of those smartphone owners, 17 percent planned to spend more because of the ease of buying these services will provide.

A few stores are planning on leveraging in-store browsing to ramp up sales as well, with some companies rolling out apps or app updates that will provide special in-store Black Friday maps to sales. Big box stores like Target and Best Buy are especially poised to take advantage of this trend.

Beyond that, it will be interesting to see how marketers use existing relationships with customers and the added benefit of targeting that mobile provides.