Holiday Music Connects Radio With Consumers

RADIO ONLINE | Monday, September 21, 2026 | 4:41pm CT

Katz Radio Group

Holiday music remains an important part of the season for consumers, with 69% listening to seasonal music on AM/FM radio, according to new research from Katz Radio Group.

The findings, featured in Katz's latest "Sound Answers," are based on a custom survey conducted in December 2025. The study found broad enthusiasm for the holidays, with 92% of consumers saying they enjoy the season and 85% participating in holiday-themed activities and social gatherings.

Music plays a major role in that experience. Katz found 87% enjoy listening to holiday music, while 85% say it improves their mood and 86% say it increases their enjoyment of the season. Another 87% said holiday music makes them feel nostalgic or reminds them of the past.

Local radio also scores strongly with seasonal listeners. Eighty-five percent said they enjoy hearing holiday music on local radio, while 76% consider listening to holiday music a tradition for themselves or their families. More than half, 52%, listen to holiday music while driving.

Consumers use multiple sources for seasonal music, including streaming services and YouTube, but 69% reported listening to holiday music on AM/FM radio. Katz says that keeps broadcast radio among the leading sources for seasonal listening.

The holiday enthusiasm also translates into shopping activity. According to the study, 87% of consumers decorate their homes for the holidays, while 80% do a lot or a moderate amount of holiday shopping. Although consumers are beginning their shopping earlier, Katz found the largest surge still occurs from Thanksgiving weekend through early December.

Advertisers may also find a receptive audience during the period. The survey found 84% of consumers believe it is a good idea for brands to advertise during the holiday season.

Holiday spending is substantial for many respondents. The most common expected spending range was $400 to $599, cited by 18%. Another 12% expected to spend between $1,000 and $1,499, while 10% planned to spend $1,500 or more.

Katz says the findings illustrate an opportunity for radio and advertisers to connect with consumers during activities already associated with the season, including shopping, driving, decorating and gatherings.

"The holidays have a soundtrack; and radio is a big part of it," the company concluded.

Read the complete Katz Radio Group Sound Answers post here.