Katz Says Radio Still Has A Holiday Season Edge.

The annual blizzard of Christmas format flips is just a few weeks away, and for good reason — the format has long been attractive to local businesses looking to reach holiday gift buyers. Holiday 2025 retail forecasts may be all over the map — with predictions ranging from Bain’s 4% growth to PwC’s 5% decline — but one thing remains clear: radio remains a key driver of consumer action during the most competitive shopping season of the year.

With concerns of tariffs, rising prices, and the higher cost of living, Katz Radio Group says brand messaging will be paramount for advertisers to grab the attention of holiday shoppers. In an update to ad buyers, it says radio remains a leader in delivering broad reach, adding value to marketers’ media plan, and offering the flexibility and speed to market.

According to data compiled by Katz, AM/FM radio’s fourth quarter advantages begin with the fact that it reaches 87% of U.S. adults weekly and continues to outperform other audio platforms during high-impact shopping periods like Black Friday and Cyber Monday. Nielsen analysis shows radio reached nine out of ten consumers across key demos during the 2024 holiday period, including a +3% listening spike among adults 35+ on Thanksgiving Eve compared to an average day in PPM markets.

Heavy radio listeners aren’t just listening. They’re also spending. An analysis of MRI-Simmons data from their Q4 2024 reveals that heavy radio listeners are prime holiday consumers, planning to outspend heavy TV viewers on seasonal preparations and charitable giving. The data shows they’re 11% more likely to shop on Black Friday or Cyber Monday, and 24% more likely to donate on Giving Tuesday than heavy TV viewers.

Two-thirds of radio listening happens outside the home as the medium’s mobility and immediacy also translate directly into consumer action. “Radio reaches people while they're on the go, delivering messages when they're most likely to take action, driving traffic to physical stores and online platforms alike,” the report says. It points to Nielsen studies showing radio ads drove a 22% lift in store traffic and a 29% increase in online search activity across categories.

With 80% of consumers still planning to shop in-store and 62% seeking value-oriented retailers, Katz argues an omnichannel approach is crucial this holiday season. And radio’s ability to reach shoppers in the moment of decision — whether on the road or in-store — makes it a powerful tool for driving both awareness and conversion.

The gift under the holiday ad tree from marketers, says Katz, is radio’s exceptional return on ad spend. Based on Nielsen studies, radio delivers an average $17-to-$1 return on ad spend, in key holiday sectors such as department stores, with big box retailers getting an average return of $16-to-$1. The report describes radio as “a powerful tool” that transforms every advertising dollar into meaningful gains by ensuring brands not only reach but resonate with consumers.

But during the holiday season, radio’s greatest strength may lie in its human connection. Eight in ten listeners view their favorite radio personalities as “friends or family,” and 77% say they’d try a brand recommended by an on-air host. Katz says that credibility and intimacy give brands an edge in a season when trust, emotion, and timing are everything.