30% of our listeners will be looking to save money
With the rise in cost-of-living still impacting how the majority of people spend, we understand that 30% of our listeners will be looking to save money in advance, moving between online and in-store to find the best possible deals***. Advertising with us earlier means we can target those who have already begun shopping, while also building greater brand awareness for those who rely on winter sales: over half of our listeners will do at least a quarter of their Christmas shopping at events such as Black Friday and Cyber Monday***.
And by continuing your campaign into the Christmas season, your message will be heard at the best time for radio: 19% of people listen to us more during the festive period, and 44% of listeners tend to look for more information after hearing an advert during this time***.
We can help you stand out against your competitors, crafting a unique and considered festive campaign that will grab consumers’ attention from the very beginning.
When should retailers advertise?
33% start planning for Christmas in Sept/Oct, which is the highest percentage over any other month.
Christmas gift advertising should continue right up until Christmas to reach last minute shoppers.
Listener spending/shopping habits
The total/volume spend on Christmas gifts by listeners is estimated at £1.9bn. The average listener spend is higher than the national average.
Customers like to shop both online and in store and seek affordability. 48% shop online and 48% shop in store. 61% said affordable gifts influences their purchasing decisions.
Only 10% of listeners did all their shopping online, which tells us listeners like to shop in store.
What are they buying?
The majority of listeners buy clothing as presents (40%), followed by toiletries and cosmetics (30%), food and drink (29%), then gift vouchers and cards (28%).
Listeners are buying more essentials and less luxury as gifts. High street clothes came top of listeners wish-lists at 52%, followed by food (hampers and chocolates) at 50%.
Christmas purchasing for new clothes has grown by +10% since 2022.
Barriers and affordability to gift spending
Rise in cost of living remains the number one barrier for gift spending, effecting 63% of people.
60% had to make changes to afford Christmas this year, with more loyalty rewards high on the agenda.
69% want to see more loyalty rewards from retailers.
30% of listeners saved money in advance, which is up 4% since 2022.
Over half of consumers rely on the sale events (such as Black Friday, Cyber Monday and Boxing Day) for at least a quarter of their Christmas shopping.
Advertising on the radio is a great choice for your business
Radio advertising is relevant
Adverts on the radio talk to the right people at the right time & place with targeted messages.
Radio advertising is targeted
Radio is the number 1 platform for targeting and number 1 platform for cost per thousand audience.
Radio advertising drives response
Radio has always been a strong “call-to-action” medium, and this is even more true in a world where consumers access brands via the internet.