NEW YORK: Stores are streamlining their Black Friday strategies by integrating more social media and mobile features into their marcomms plans for the consumer shopping rush, said the National Retail Federation.

The trade association represents more than 9,000 retailers in the US. It has found that stores want to make holiday shopping easy for consumers this year by offering interactive social media programs and promotions, said Kathy Grannis, senior director of media relations at the NRF.

“What's most interesting this holiday ...