Unwrapping the Holiday Connection
There’s something about the holiday season that brings people together, from decorating the house to shopping for gifts to gathering with family and friends to turning up the holiday music. Based on a custom survey conducted by Katz Radio Group in December 2025, our research shows that the season is more than a calendar event: it’s a highly engaging cultural moment, with consumers embracing the traditions, sounds and experiences that make the holidays feel special.
The enthusiasm is widespread. 92% of consumers say they enjoy the holiday season, while 85% participate in holiday-themed activities and social gatherings.
That excitement quickly translates into action. Nearly nine in 10 consumers (87%) decorate their homes for the holidays. Gift shopping is also a major part of the season, with 80% of consumers doing either a lot or a moderate amount of holiday shopping.
The holiday shopping season continues to stretch out, with consumers starting their purchases earlier each year. Yet, that core window remains as meaningful as ever, with the biggest surge in shopping still running from Thanksgiving weekend through early December.
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HOLIDAY MUSIC HITS ALL THE RIGHT NOTES
Few things evoke the holidays quite like music.
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87% of consumers enjoy listening to holiday music.
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85% say it improves their mood.
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86% say holiday music increases their enjoyment of the season.
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87% say it makes them feel nostalgic or reminds them of the past.
- 85% enjoy hearing holiday music on local radio.
- 76% say listening to holiday music is a tradition for themselves or their family.
From decorating and wrapping gifts to simply going about the house, holiday music follows consumers throughout their seasonal routines. In fact, 52% listen to holiday music while driving, making the car another important setting where holiday and radio intersect.
The takeaway? Holiday music isn't just a soundtrack to the season; it's part of the experience.
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RADIO'S PLACE IN THE HOLIDAY MIX
Consumers are listening to holiday music across a variety of platforms, including streaming services, YouTube in addition to AM/FM radio. 69% say they listen to holiday music on AM/FM radio, keeping broadcast radio firmly among the leading sources for seasonal music.
CONSUMERS WELCOME HOLIDAY ADVERTISING
The good news for brands? Consumers are ready to hear from them. A striking 84% say it is a good idea for brands to advertise during the holiday season. This creates an unusually receptive environment for advertisers, particularly when messages complement the mood and traditions of the season rather than simply adding to the holiday noise.
Holiday budgets are meaningful, with the center of the market sitting well above small-ticket spending. The most common expected spend is $400 to $599, cited by 18% of respondents. 12% plan to spend $1,000 to $1,499 and 10% expect to spend $1,500 or more. This distribution shows that the holiday market is not only broad in participation but also financially significant, supporting premium offers as well as mid-market positioning.
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Classic holiday content also continues to command attention. 76% of consumers watch classic holiday-themed television, demonstrating the enduring appeal of familiar seasonal programming. The common thread across music, media and advertising is familiarity: consumers gravitate toward the traditions, sounds and experiences that make the holidays feel like the holidays.
THE GIFT OF THE RIGHT MOMENT
The holiday season is a time when consumers are already highly engaged: emotionally, socially and commercially. For brands, that means the opportunity isn't simply to show up during the holidays. It's to show up in the moments when consumers are planning their celebrating, shopping, driving, decorating and connecting. Radio is uniquely positioned to be part of those moments. Radio can connect brands to the rituals consumers already value. The holidays have a soundtrack; and radio is a big part of it.
