Christmas In July: Podcasts Seen Driving Holiday Sales As Ad Planning Gets Underway.

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 continue to shape purchasing decisions.

That's according to a new Audacy Insights report, which says artificial intelligence is accelerating those behaviors. More than one-third of consumers say they plan to use AI tools to compare products, search for lower prices and generate gift ideas before making purchases. Audacy says the result is a longer shopping consideration phase that narrows the window for brands to influence buying decisions once consumers are ready to make a purchase.

Rather than competing on discounts alone, the report argues marketers will increasingly need trusted voices to help close the sale. Audacy says podcast hosts are especially well positioned because of the long-term relationships they build with listeners.

"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 report asks. "The answer isn't a coupon code. It's a recommendation from someone they trust."

The company argues podcast advertising benefits from a level of credibility that is difficult for other media to replicate. Because listeners often spend hours with the same hosts each week, product endorsements can feel more like personal recommendations than traditional commercials. Audacy says successful campaigns typically rely less on scripted ad reads and more on authentic conversations, gift guides, wish lists and hosts sharing their own holiday shopping experiences.

Audacy also points to MRI-Simmons data released earlier this year, which found 64% of heavy podcast listeners say they have purchased a product or service based on a host recommendation. The research also found 27% of listeners consume more podcasts during the holiday season, giving advertisers access to engaged audiences throughout the busiest shopping weeks of the year.

Beyond purchase recommendations, the report says podcasts may have an advantage because of the emotional connection listeners develop with hosts. Audacy cites research showing emotionally driven advertising generates an 8.2% increase in consumer action, suggesting that familiar voices can become even more influential during the holidays when nostalgia and personal connections play a larger role in buying decisions. “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.”