As Holiday Shopping Season Gears Up, AM/FM Radio Delivers Results at the Register

Holiday Shopping Is A Substantial Retail OpportunityMore than two out of three 68 of consumersamp160are planning to spend more than 300 this season with the average amount per consumer at around 380amp160 How does this break out by demographicamp160 Millennials will spend an average of 350amp160 Gen Xers and Boomers are forecasted to spend 390 with seniors spending slightly more at 405Consumers are looking to keep their holiday spending consistent with 82 planning to spend the same or more during the 2018 holiday season as they had in the past yearamp160 Among the most generous consumers this holiday seasonamp160 Millennialsamp160 Eightyfour percent ofamp160adults 1834 are planning to spend the same or more versus last yearInStore Shopping Is Still Alive Ninetytwo percent of consumers are planning to purchase holiday items at a brickandmortar retailamp160 The instore shopping experience is still a rite of passage across generations as 89 of Millennials adults 1834 93 of Gen Xers adults 3549 92 of Boomers adults 5064amp160and 91 of seniors Adults 65 plan to shop at oneMake no mistake online shopping is also a shopping destinationamp160 Eightyone percent of consumers plan to shop online for holiday gifts this season However the department store experience is still holding its ownamp160 Sixtysix percent of all consumers plan to purchase holiday items at a department store during the holiday seasonBlack Friday Shopping Will Extend Through the Holiday WeekendMore than half 52 of consumers are planning to shop for holiday gifts during the busy Thanksgiving weekendamp160 While half 49 of consumers are planning to shop on Cyber Monday nearly as many 47 are planning to shop on the traditional Black Fridayamp160 An additional 12 are planning to alternate turkey and stuffing with holiday shopping on Thanksgiving Day itselfThe most likely shoppers to brave the Black Friday crowdsamp160 Millennialsamp160 Adults 1834 are slightly more apt to shop on Black Friday 62 than Cyber Monday 58Using Radio to Really Reach Holiday Shoppers amp160With competition for foot traffic and holiday spending dollars at an alltime high retailers are looking for new ways to drive foot traffic and influence consumer purchase behavioramp160 Digital platforms may seem like an attractive option to impact consumers both onair and onlineamp160 However digital advertising carries significant limitations for marketers including increased consumer use of ad blocking technologyAccording to Chris Weil Chairman and CEO of Momentum Worldwide ad blocking is on the riseamp160 Additionally the medium faces transparency concerns as quotonly 25 to 40 of digital ads are reaching consumersquotamp160 Brand safety concerns continue to be at the forefront in the world of digital advertisingamp160 amp160As Weil noted at last year39s Forecast conference in New York City quotIf you want content you are not sure is safe go with digitalamp160 Radio is safe If you want to move stuff off the shelves you go to radioquotamp160 Retailers can boost their foot traffic and sales by adding AMFM radio to their media planAs America39s No 1 mass reach medium AMFM radio delivers a large base of shoppers including during the holiday seasonamp160 According to Nielsen 93 of all American adults 2554 listen to AMFM radio during the week including on Thanksgiving Black Fridayamp160and Cyber Mondayamp160 That39s near universal impact on American consumers during peak shopping periodsAMFM radio also delivers holiday shoppers in their cars right before the point of purchase asamp160twothirds of radio listening occurs away from home giving marketers the power to meaningfully impact those brickandmortar purchasesamp160 In contrast most audio streaming occurs at home as mood or background musicGiven retailers39 dependence on AMFM radio to provide new sales and return on marketing dollar investments Nielsen39s return on advertising spend ROAS studiesamp160areamp160welcome newsamp160 Department stores that advertised on radio earned a 17 return in sales for every 1 spent on radio advertising for mass merchandisers the return was 16 for every radio dollar spentThe netnet of AMFM radio is as the quotone stop shopquot for holiday retail sales with universal reach outofhome deliveriesamp160and proven retail sales impactClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160

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As Holiday Shopping Season Gears Up, AM/FM Radio Delivers Results at the Register

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Doug Hyde

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As Holiday Shopping Season Gears Up, AM/FM Radio Delivers Results at the Register

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