On January 7, 2024, Audacy, Inc. announced important actions to bolster its financial and competitive position and enhance the Company’s future growth. For more information, visit the Audacy Restructuring Website.

Do you hear what we hear? The sweet sound of holiday shopping!

By Deepika Pall Das, Manager - Research & Insights, Audacy

After two years of pandemic-tainted holiday seasons, this year, the emotions are high! People are eager to celebrate, dine, and dance with their families and friends. 

CONSUMERS ARE READY!

The long slog of pandemic shopping, coupled with last year’s shipping problems and product shortages, has spurred consumers’ pent-up desire to spend. With rising inflation concerns, their approach to shopping might be cautious. Yet consumer spending is expected to remain strong with a predicted growth of 7%. 1

SHOPPING BEGAN EARLY

Yep, break out the candy canes and snowmen — the 2022 holiday shopping season is already in high gear! October saw multiple deal days and early-access sale events across retailers unofficially setting the pace for holiday shopping. Even back in July, 40% of Amazon Prime Day shoppers allocated at least part of their purchases for holiday gifts. 2

With time savings, easy access to deals, reviews, price comparisons, and more, online shopping has become a standard, and U.S. consumers seem to be in an “always-on” shopping mode. And this ain’t going to change! 

HOLIDAY WISHES ARE BEING GRANTED

While the spirits — and spending — are likely to be high, affordability will still stay top-of-mind. And the competition for customers’ attention and wallets will be tough. Most U.S. consumers plan to buy fewer gifts, with their family taking priority: their children (62%), their significant other (56%), and their parents or in-laws (48%). Retail gift cards, apparel, electronics, and games rule the gift-shopping lists this season. 3

HOLIDAY MARKETING – YAY OR NAY!

For businesses, the holiday season reigns supreme. Striking the right balance among product variety, shipping speed, lucrative deals, and effective customer communication can put a lot of pressure on retailers. 

The good news is that our resilient shoppers make it easy! They are ready to hear holiday marketing and advertising.

Almost 50% of U.S. consumers are OK with companies developing marketing campaigns or advertising around religious or cultural holidays. 4

YOU’D BETTER WATCH OUT – AUDIO PACKS A PUNCH

  • AUDIO BRINGS THE LARGEST AUDIENCE

Today, nine out of 10 U.S. adults listen to audio.5 Vacation seekers, charitable donors, outdoor enthusiasts, decision-makers, high mobile spenders, working moms, active lifestylers, and more — they’re all listening.

  • AUDIO ATTRACTS SAVVY SHOPPERS

When it comes to online shopping, Audio listeners are in sync. A full 81% shop online. And 65% research online before they go out and buy. And their shopping is not just a mindless chore. It means more! Getting exactly what they want is more important than the price of an item for 57% of audio listeners, and 48% agree that shopping is a great way to relax.6

  • AUDIO DELIVERS AD IMPACT

Messaging across the medium resonates deeply with listeners. By advertising with Audio, brands get results.
 

This year, grow your holiday season sales with Audio. Your customers are listening!

Want to talk more about reaching your target audience?

Let´s Talk
SOURCES
  1. eMarketer, US Holiday Shopping 2022

2. Statista, Share of Amazon Prime Day purchases meant to be holiday gifts in the U.S. 2022

3. KPMG Consumer Holiday Survey 2022

4. Survey by YouGov, July 2022, Published by Statista

5. Nielsen Scarborough Research, Market/Release: Scarborough USA+ 2022 Release 1 Total (Dec 2020 – Apr 2022), Enhanced Targets

6. 2022 Summer MRI-Simmons USA

7. Audacy Ad-length Study, conducted by Veritonic December 2021

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