Radio Can Help Electronics Retailers Reach Holiday Shoppers.

Consumers planning to purchase technology this holiday season are balancing their interest in the latest devices with tighter budgets, creating an opportunity for retailers to use radio to promote competitive pricing, product selection and quality, according to an RAB blog post.

Citing CNET research, the RAB says 32% of holiday shoppers plan to begin shopping before November, while 27% expect to shop on Black Friday or Cyber Monday. Another 11% plan to put off their holiday purchases until December, underscoring the importance of reaching consumers at different stages of the shopping season.

Technology remains a potential gift category, with 27% of parents planning to purchase tech devices or technology-enabled entertainment and media for their children, according to PwC’s Holiday Outlook. Consumers also expect to buy technology for themselves, with 35% of adults planning to purchase tech devices for personal use.

However, spending plans reflect growing budget pressures. CNET puts the average U.S. adult’s technology budget at $808, down $123 from 2025. Spending expectations vary by generation, with millennials anticipating a $1,074 technology budget, compared with $582 among baby boomers.

The RAB says retailers should account for those differences by highlighting current deals and tailoring advertising messages to the audiences they want to reach.

Broadcast radio offers a way to reach shoppers throughout their daily routines, particularly while they are traveling to and from stores. According to Edison Research at SSRS’ “Share of Ear,” broadcast radio accounts for 82% of ad-supported audio listening in the car, giving retailers an opportunity to communicate offers as consumers go about their day.

Radio also reaches a broad base of households that already own technology. MRI-Simmons data cited by the RAB shows radio reaches 87% of households with a personal computer. In addition, 21% of radio listeners have spent at least $1,000 on a computer, making them a potential audience for electronics retailers targeting higher-value purchases.

Price remains the leading consideration when consumers shop for computers, cited by 42% of radio listeners, followed by operating system at 30%. Brand preference matters to 29%, while 24% consider screen size an important factor.

The research also suggests radio listeners approach electronics purchases with considerable preparation. According to MRI-Simmons, 74% say they conduct as much research as possible before buying electronics. Once they have evaluated their options, 58% agree they are willing to pay more for top-quality electronics.

Those findings offer retailers several potential advertising messages, including competitive prices, a broad product selection, knowledgeable sales staff and dependable product quality. Rather than focusing exclusively on the newest devices or the deepest discounts, advertisers can emphasize the factors that help shoppers make informed purchasing decisions.

For electronics retailers, the RAB says radio can connect them with consumers who research their options, weigh value against quality and are prepared to invest in the right technology. As the holiday season approaches, campaigns that address those priorities can help retailers differentiate themselves in a competitive marketplace.