Holiday Shopping 2016: Five Things To Know

The holiday shopping season is under way and radio is crucial to driving sales. A new blog post from Pierre Bouvard, Chief Insights Officer, Cumulus Media and Westwood One highlights “5 Things To Know for the upcoming Holiday Shopping season.

The post-- outlines the key consumer and media insights for advertisers to maximize sales this holiday season:

1. Americans still flock to discount and department stores for holiday shopping. According to the U.S. Chamber of Commerce, 93% of sales occur offline.
2. AM/FM radio is the best way to reach holiday shoppers: 94% of adults 25-54 are reached during holiday weeks, according to Nielsen.
3. Radio and outdoor media influence purchase decisions the most, according to a recent study by Starcom Mediavest.
4. AM/FM drives more sales than streaming, because most AM/FM listening occurs away from home. Two-thirds of AM/FM listening is away from home, compared to only 38% of streaming audio listening. (Nielsen and Edison Research)
5. Radio drives ROI for department stores and mass merchandisers. According to Nielsen’s sales lift studies, a dollar of radio advertising generates $16 of incremental sales for mass merchandisers and $17 of incremental sales for department stores.