Retailers must prepare for the expected surge in mobile traffic during the Thanksgiving holiday weekend.

While the growth in smartphones is paralleled by more consumers using the mobile Internet, there is a significant gap in mobile performance between leading Web sites such as QVC and other sites, according to Gomez.

As consumers become more open to mobile commerce, retailers and brands need to work on ensuring that the mobile site experience matches that of the desktop PC.

Gomez announced its 2010 Best of the Web and Mobile Performance Awards winners, with JetBlue leading the way in travel, QVC topping the charts in retail and Capital One coming out on top in banking for mobile Web site performance.

Data reveals that many more shoppers relied on mobile for purchases, convenience and deals on Black Friday, with PayPal seeing a 310 percent increase in mobile shopping that day.

Retailers QVC and Newegg should be applauded for closing the performance gap that exists between the mobile and traditional PC Web worlds and for which consumers have diminishing tolerance and patience, according to Gomez.

Going mobile is not a one-size-fits-all proposition. Retailers can choose from three general approaches.

QVC and Newegg topped the list of the top five retail mobile Web achievers in September because their sites performed well across multiple dimensions and aspects of traditional Web site performance.

Banks and retailers need to deliver exceptionally strong mobile Web experiences across the mobile platforms used most by their customers, according to Gomez.

Retailers need to understand that the mobile Web can augment the in-store shopping experience for consumers as they peruse store aisles and contemplate purchases.