Stores' promotional fliers are out for the holiday sales season. Mobile chatter is in.
Smartphone-assisted shopping is changing the way consumers and companies tackle the Black Friday weekend, analysts told CNBC on Monday. Big retailers are responding by integrating in-store and online promotions in a bid to capture savvy shoppers equipped with instant access to information on the best deals.
"People are paying more attention to what other customers have to say about products and services than they do to the big campaigns of the companies themselves. It's a big game change," former Apple CEO John Sculley told "Squawk on the Street."
The ability of shoppers to check prices in stores is without question affecting the price they end up paying, said Gian Fulgoni, co-founder of Internet analysis firm ComScore. It's also putting pressure on retailers.
About 40 percent of smartphone owners say they've used their devices to find lower prices while shopping at brick-and-mortar stores, he said in an interview "Squawk Box."
"My personal belief is pricing power has moved to the consumer in a way that we've never seen before because of their ability to quickly find the lowest price," Fulgoni said.