A Gartner study of social networks influence on purchasing decisions finds they have become important shopping tools for both retailers and consumers. Social networks like Facebook and Twitter are increasingly emerging as important shopping tools for both retailers and shoppers, according to two new reports issued Tuesday.

Citing the importance of social networks in purchasing decisions, Gartner suggests sellers can tailor their online offerings to influence purchasers while a survey from Deloitte indicates that mobile phones and social networking platforms will have an increased influence, soon, in back-to-school shopping.