Radio Listeners Are Big Holiday Shoppers
UNWRAP FINDINGS FROM KATZ'S 2023 HOLIDAY SHOPPING STUDY
Regular radio listeners are those consumers who tune in to AM/FM radio at least a few times each week, making them most likely to be exposed to radio ad campaigns - and ideal consumer targets during the holiday season. Katz surveyed 1,000 adults across the U.S. to see just how valuable this listening target is, looking at how their shopping behavior and spend levels compare to both the average adult, and to light and non-listeners of radio.
AM/FM RADIO DELIVERS SANTA'S BEST HELPERS
85% of regular radio listeners participate in the Winter Holiday season. And when it comes to making holiday purchases, they have more robust shopping lists than other consumers. 1 in 5 regular radio listeners feel that they do "a ton" of holiday shopping, +17% more likely than the average adult, and nearly twice (+91%) more than light & non-listeners.
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RADIO LISTENERS OUTSPEND OTHER CONSUMERS DURING THE HOLIDAYS
The study found that regular radio listeners are set to spend an average of $626 this holiday season. Regular radio listeners are not only outspending the average adult by +$72, they are planning to spend a whopping +$241 more per person than light and non-listeners of radio.
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IMPACTING RADIO LISTENERS' HOLIDAY SHOPPING DOLLARS
Since we know regular AM/FM radio listeners are big shoppers and spenders during the holidays, how can brands best influence these valuable consumers? The answer is: invest in AM/FM radio, start early, and end strong. 35% of regular radio listeners report beginning their holiday shopping before Thanksgiving. By the end of the weekend, 56% of regular radio listeners had already begun making holiday purchases. Hitting radio listeners early with holiday promotion messaging ensures brands stay top of mind with these early shoppers.
But with 11 days left until Christmas, there is still time to influence how these lucrative holiday shoppers' dollars are being spent. 4 in 10 radio listeners saved their holiday shopping until December and are primed for retailers' final push of the season.
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With bigger shopping lists and budgets being spent throughout the season, regular radio listeners are ideal consumer targets for holiday advertisers. Tuning in frequently, they are the consumers most likely to be exposed to advertising on radio, and best qualified with the intentions and funds to act on brand messaging.
