Electronic goods may be a staple of the holiday season, but that doesn’t mean electronics retailers should hold off until then to use radio to attract shoppers, according to RAB’s latest “Radio Matters” blog.
“The holiday season is no longer confined to the last few months of the year,” RAB Content Coordinator Victor Texcucano says, citing research from CivicScience that shows 16% of U.S. consumers had already begun shopping for the holidays in June. “With consumer economic concerns, they are financially wary and are spreading out their holiday spending. This was also evident in 2023.”
As a result, Texcucano says, “Electronics retailers should keep this in mind and promote sales and inventory availability throughout the year to attract consumers searching for the best deals. These days, it is important to keep deal-seekers interested in products they can give to their loved ones, or even buy for themselves.”
Additional research highlighted in the blog shows radio’s advantages for electronics stores. According to MRI-Simmons, radio also reaches 89% of consumers who have spent $100+ on audio equipment and accessories, 86% of consumers who have spent $200+ on computer software, and 86% of consumers who own a personal computer. Additionally, more than half (52%) of radio listeners say they plan on purchasing items such as a tablet, smartwatch or home theater system in the next 12 months.
Data from Provoke Insights proves the effectiveness of radio advertising: 62% of radio listeners sought information online after hearing an ad, and 88% purchased a product or service after that radio ad’s exposure.
Even with all the competition for electronics buyers, 37% of those who say they’ve browsed Amazon in the last 30 days also say they do product research online, then purchase in-store, according to MRI-Simmons. An additional 81% of those who browsed Amazon say they like to shop around when deciding on their purchase, and, according to eMarketer, 81% of total holiday retail sales take place offline.
“When including broadcast radio for an electronic retailer campaign, these advertisers should promote the potential cost savings and deals available,” Texcucano says, noting Provoke’s data showing that “radio listeners are more concerned about inflation compared to non-listeners, although radio listeners have more discretionary income.” That research also shows that 56% of radio listeners are saving money, vs. 45% of non-listeners.
The blog also notes the National Retail Federation’s trends showing holiday sales up 3.8% year-over-year to $964.4 billion in 2023, reflecting a return to pre-COVID days when average sales growth during the holiday season was around 3.6%.
“While the official holiday season is months away, consumers have already started their shopping process,” Texcucano says. “Electronics can be high-ticket items, so savvy shoppers will be on the lookout for deals and inventory. Retailers who are focused on electronics sales should amp up their opportunity to increase sales now through the holiday shopping period. Using broadcast radio to serve up and communicate deals is a way for retailers to boost online retailer website traffic and drive sales.”
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