Study: Radio Listeners Are Big Holiday Shoppers

RADIO ONLINE | Friday, December 15, 2023 | 4:06pm CT

Katz Radio Group

Katz Radio Group's 2023 Holiday Shopping Study finds regular radio listeners (those who tune in to AM/FM radio at least a few times each week) are the ideal consumer targets during the holiday season. 85% of regular radio listeners participate in the Winter Holiday season. And when it comes to making holiday purchases, they have more robust shopping lists than other consumers.

One in five regular radio listeners feel that they do "a ton" of holiday shopping, 17% more likely than the average adult, and nearly twice (91%) than light and non-listeners.

The study found that regular radio listeners are set to spend an average of $626 this holiday season. Regular radio listeners are not only outspending the average adult by $72, they are planning to spend a $241 more per person than light and non-listeners of radio.

The study found that brands can best influence these consumers by investing in AM/FM radio, start early, and end strong. 35% of regular radio listeners report beginning their holiday shopping before Thanksgiving. By the end of the weekend, 56% of regular radio listeners had already begun making holiday purchases. Hitting radio listeners early with holiday promotion messaging ensures brands stay top of mind with these early shoppers.

Katz surveyed 1,000 adults across the U.S. for this study.