Audacy: Podcast Hosts Could Hold Key To Holiday Shopping Decisions.

Consumers are expected to begin holiday shopping earlier than ever this year, spending more time researching products, comparing retailers and waiting for the best deals as inflation and value remain top priorities.

That’s according to Audacy Insights, which says that artificial intelligence is accelerating that trend, with more than one-third of consumers planning to rely on AI tools for product comparisons, price searches and gift ideas. As the shopping consideration phase lengthens, brands face fewer opportunities to influence purchasing decisions. “Which raises the question: when a shopper has already done the research, compared the options, and is finally ready to buy — what tips them over the edge? The answer isn’t a coupon code. It’s a recommendation from someone they trust,” Audacy says.

The report argues that podcast hosts are uniquely positioned to provide those trusted recommendations because of the relationships they build with listeners over time. “Podcast hosts are that person,” Audacy says. “They’ve spent hundreds of hours in their listeners’ ears before a single holiday season begins. They know their audience. Their audience trusts them. And when they recommend something, it doesn’t feel like advertising. It feels like advice from someone who actually cares whether you like what you buy.”

Rather than relying on scripted endorsements, successful podcast creators often incorporate sponsored products into authentic conversations, including personal gift guides, wish lists and holiday shopping experiences, the report said. Audacy cited research showing that 64% of heavy podcast listeners follow host recommendations when purchasing products or services, while 27% report listening to podcasts more frequently during the holiday season.

“Podcast listeners continue listening to their favorite shows throughout the holiday season — right through the busiest shopping weeks of the year,” Audacy says. “The audience isn’t going anywhere. They’re leaned in, and they’re receptive in a way that no other medium can match.”

The report also said emotional advertising becomes especially effective during the holidays because consumers are more receptive to familiar voices and nostalgic experiences. It cited research indicating that emotionally driven advertising can generate an 8.2% increase in consumer action, suggesting that podcast advertising benefits from the personal connection between hosts and listeners.

“The holiday season rewards brands that have already done the work,” Audacy says. “The host relationship doesn’t start in November. It’s built in the months before, through consistent presence, authentic integration, and creative that trusts the host to do what they do best: deliver trusted recommendations to a captive audience at the most purchase-ready moment of the year.”