Katz's recent deep dive into the holiday shopping season highlights consumer spending trends, why now is a critical time to engage with consumers to influence these consumer dollars and how AM/FM Radio is the efficient and effective media to do so.
No medium is immune to changes in usage over holiday weekends, especially Thanksgiving weekend, when most people are off work and many are traveling to visit loved ones. Radio does see variations in its daily listening, while still maintaining strong audience levels throughout the holiday weekend. Radio reaches more than 8 out of 10 of the typical audience on these atypical days – and more than 9 out of 10 on the important shopping days of Black Friday, Small Business Saturday, and Cyber Monday.
Looking back at 2021, the extended holiday weekend started off strong on Wednesday the 24th, reaching +6% more listeners than the average day. Radio retained 80% of its average audience on Thanksgiving Day, then rose to 92% on Black Friday and Small Business Saturday. Radio hit 88% of its audience on Sunday and over-indexed again on Cyber Monday, reaching +7% more listeners than average.
AM/FM Radio is positioned to be a valuable asset for retailers during this major holiday shopping weekend. Marketers can take advantage of radio's consistent, widespread reach across demographics, local influence, mastery of time and place opportunities, and proven results to impact consumer spend.
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