Black Friday has become one of the year’s most significant retail events, with many brands seeing it rivals the Christmas season in both sales and opportunity. The real challenge for retailers isn’t consumer demand – it’s reaching shoppers at the precise moment they’re ready to act. By combining Bauer Media’s extensive audio network (Including Greatest Hits Radio, Absolute and Hits Radio), with audioXi’s precise targeting, your brand can cut through the noise and turn this Black Friday into your most successful yet.

Why Bauer Listeners are the Perfect Audience

The scale of Black Friday spending is massive, and Bauer listeners are at the heart of it. In the past 12 months alone:

• 5.3 million Bauer listeners made a Black Friday purchase
• Collectively, they spent £588 million
• The average spend per person was £112

And the appetite for deals is only growing. In fact, surveys show Bauer listeners are 39% more likely than the national average to shop on days like Black Friday and Cyber Monday. This year, 5.8 million listeners are planning to take part in the Black Friday and Cyber Monday sales ahead of Christmas (TGI,2025).

That’s a significant slice of the retail market and those same listeners also spend generously at Christmas, making them the ideal audience to reach across the festive shopping season. When you advertise with Bauer, you’re talking directly to consumers who are proven to act on deals and promotions.

Why Audio Works for Retail Moments

Audio is uniquely powerful because it fits seamlessly into people’s lives. Shoppers don’t need to be in front of a screen to hear your message—whether they’re commuting, browsing online at home, or walking into a store, your ad can be there. Research supports this: a 2024 Dentsu/Lumen study found that 41% of audio ads achieved brand recall, and Radiocentre’s Generation Audio report shows that audio advertising accelerates brand recall and drives consumer action (Lumen Research, 2024).

This makes audio an ideal platform for brands to showcase new products or highlight time-sensitive offers that encourage immediate action, whether that’s visiting a store or making a purchase online. Put simply, audio doesn’t just reach audiences – it engages them, stays with them, and prompts them to act, making it especially impactful for events like Black Friday, limited-time discounts, or seasonal gift guides.

Creative Campaigns That Drive Action

Every year, our creative team helps retailers craft audio ads that stand out during Black Friday and Christmas. From high-energy countdown promotions that drive urgency, to festive storytelling that inspires gift-giving, audio ads have proven their ability to connect emotionally while delivering clear calls to action.

A recent campaign with a long-established furniture retailer demonstrates just how powerful audio can be for retail. Over a two-week period, the campaign reached more than 22,000 unique listeners with over 106,000 impressions, delivering an impressive 99% listen-through rate. Most importantly, it drove measurable in-store visits and sales:

• 11 tracked customers visited the store directly because of the campaign, generating more than £14,000 in revenue.
• In total, the campaign contributed to over £20,000 in new sales.
• For every pound the retailer invested, they saw an ROI of £8.16.

This is the kind of performance retailers can unlock with Bauer Media and audioXi during Black Friday – high engagement, real footfall, and proven return on investment (Bauer Media, 2025).

Smarter Targeting with audioXi

Reaching the right shoppers is just as important as reaching a big audience. That’s where audioXi comes in. Using advanced targeting tools, we can connect your brand with:

• Geo-targeted audiences near your stores or delivery areas
• Behavioural segments of online retail shoppers
• High-intent audiences primed to spend in peak season

This means your campaign is efficient, effective, and laser-focused on delivering return on investment.

Don’t Miss the Peak Shopping Season

Black Friday and Christmas are the biggest retail opportunities of the year. Don’t leave your campaign planning until the last minute, inventory goes fast, and brands that prepare early capture the best results.

With Bauer Media’s trusted reach and audioXi’s precision targeting, you can ensure your brand is front and centre when shoppers are ready to buy.

Book your campaign now to hit peak shopping season — and make this Black Friday your busiest yet.

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