The "KATZ INSIGHT" is the latest holiday-focused report from Katz Radio Group (part of Katz Media Group), a leading authority on radio advertising and consumer trends. Katz regularly publishes data-driven insights under the "Holiday By The Numbers" banner, emphasizing radio's role in driving holiday consumer engagement and sales.
This report builds on prior years' analyses (like the 2024 version, which forecasted $1.59 trillion in U.S. holiday spending) by incorporating fresh 2025 data on consumer sentiment, spending behaviors, and media consumption amid ongoing economic pressures like inflation and reduced shopping days before Christmas.
The report underscores that while economic uncertainty is tempering extravagance, American consumers are maintaining a resilient "holiday spirit," prioritizing value-driven purchases, experiences, and emotional connections.
The report underscores that while economic uncertainty is tempering extravagance, American consumers are maintaining a resilient "holiday spirit," prioritizing value-driven purchases, experiences, and emotional connections.
Radio emerges as a key channel for brands to capitalize on this, offering high reach, trust, and ROI during peak shopping periods like Black Friday/Cyber Week. Below, I'll break down the key findings, trends, and implications.Key Statistics from the 2025 ReportThe report draws from Nielsen, MRI-Simmons, and Katz's proprietary surveys (including post-Thanksgiving polling of 1,000+ U.S. adults).
Here's a snapshot of standout numbers:
Consumer Trends for 2025 Holidays
- Value Over Volume: With fewer discounts expected (40% of shoppers anticipate paying more, per Gartner data integrated in the report), consumers are shifting to "thoughtful conservatism"—e.g., fewer gifts but higher-quality ones, or experiences like travel/dining (up 25% in teen fashion spending influenced by social media).
- Festive Media Consumption: Holiday music flips on radio stations create "emotional resonance," with listeners 27% more likely to act on ads featuring jingles or seasonal sounds. 70% of adults say the season inspires nostalgia, making radio's local, personality-driven format ideal for building trust.
- Omnichannel & Mobile-First: Shoppers blend in-store (preferred for deals by 58%) and online, with radio driving offline-to-online conversions. Black Friday remains king, but extended "Cyber Week" (up to half of budgets) highlights the need for multi-touchpoint messaging.
- Demographic Nuances: Younger shoppers (18-34) show +6% radio engagement during holidays; Black and Hispanic consumers (key growth demos) favor radio 79% weekly, with $2.1T combined buying power by 2026.
Despite challenges like economic jitters, the report notes optimism: 75% of consumers still view holidays as a "joyful tradition," sustaining spending in categories like fitness tech (+30% YoY) and viral trends.
Katz positions radio as the "sparkle and spirit" deliverer for brands—cost-effective, high-trust, and action-oriented. Unlike digital overload, radio cuts through with out-of-home reach (e.g., in cars during 80% of holiday travel) and emotional storytelling.
Recommendations include:
- Timing: Ramp up during Thanksgiving Week and holiday music flips for max listenership spikes.
- Creative Tips: Add festive elements (music, nostalgia) to ads—tests showed 72% consumer preference for themed spots.
- Integration: Pair with digital for omnichannel lifts; e.g., radio-influenced searches convert 28% higher for bargains.
For the full report, check Katz's insights hub at insights.katzradiogroup.com