To turn taps on a smartphone into footsteps in a storefront, Chubbies, the direct-to-consumer brand best known for its short shorts, is spending more than it ever has before on ad spend for the holidays.<\/p>\n\n\n\n
Retailers and consultants say it\u2019s especially crucial this year for big-box retailers and DTC brands alike to bridge the gap between mobile purchases and store visits. This holiday season, 18 percent of all U.S. consumer spending is projected to be driven from a smartphone or a tablet, up threefold from last year, according to eMarketer. Still, brick-and-mortar storefronts are far from dead. Physical stores accounted for 84 percent of holiday sales last year, according to Garner L2.<\/p>\n\n\n\n