Holiday Music Gives Radio An Early Sales Opening.

It may still be early on the calendar, but the time to start selling holiday advertising is now — and Katz Radio Group says new research gives stations plenty of ammunition for those conversations.

The rep firm’s latest analysis finds consumers are highly engaged with the holiday season, particularly the music, shopping and traditions surrounding the season. And with 84% saying it is a good idea for brands to advertise during the holidays, Katz sees an opportunity for radio sellers to begin making their case well before the decorations go up.

A nationwide survey of 1,000 adults conducted in December 2025 finds 92% enjoy the holiday season, while 85% participate in holiday-themed activities and social gatherings. Nearly nine in 10 (87%) decorate their homes, and 80% say they do either a lot or a moderate amount of holiday shopping.

While consumers have increasingly begun their shopping earlier, with stores across America already making the holidays appear on their showroom floors, Katz says the biggest surge continues to occur from Thanksgiving weekend through early December.

Holiday music could give radio an especially strong opening with advertisers. Hundreds of radio stations each year flip to the all-Christmas format with many likely to make the move as early as October. There is good reason for that.

The Katz survey finds 87% enjoy listening to holiday music, 86% say it increases their enjoyment of the season and 85% say it improves their mood. Another 87% say Christmas music makes them nostalgic or reminds them of the past.

The all-Christmas format means local radio has become firmly connected to that tradition. Katz says 85% enjoy hearing holiday music on local radio, while 69% listen to seasonal music on AM/FM radio. Three-quarters (76%) consider holiday music a tradition for themselves or their family.

Radio also follows consumers into one of the places where holiday spending decisions can turn into purchases — the car. More than half (52%) say they listen to holiday music while driving, giving stations another touchpoint as consumers head to stores, gatherings and other seasonal activities.

A new analysis by location analytics firm Placer.ai, commissioned by the Cumulus Media and Westwood One Audio Active Group released this week shows strong ties between radio and visits to retail locations. The analysis found a direct relationship between the amount of radio advertising delivered and the resulting increase in store visits. The research also revealed that radio’s effects on retail traffic can extend beyond the period when advertising is running.

For radio sellers, Katz’s message is that holiday advertising can tap into more than consumers’ shopping lists. Stations are already part of traditions and routines that carry an unusually strong emotional connection during the season, creating opportunities for brands to reach listeners while they are driving, shopping, decorating and celebrating.

Katz says its research shows there is typically significant spending behind holiday enthusiasm. The most common expected gift budget is $400-$599, cited by 18% of respondents to the Katz survey last year. Another 15% typically spend $100-$249, while 14% allocate $250-$399 for their holiday gift-giving.

Higher-spending households are also a sizable part of the market. Katz finds 12% say they spend $1,000-$1,499 on gifts, while one in ten said their gift budgets could swell to $1,500 or more.

This year could bring even stronger. U.S. retail sales during the November-December holiday season are expected to surpass $1 trillion for the first time, according to a 2026 holiday forecast from Bain & Company. The consultancy projects holiday sales will increase 4.5% from a year earlier, exceeding the 3.5% growth recorded during the 2025 season.