Holiday Cheer Is Good for Business: New Study Reveals How Holiday Music Drives Shopping and Brand Affinity

As the holidays quickly approach, brands and consumers alike are gearing up for the season – and they’re turning to broadcast radio to get into the spirit. According to new research from Critical Mass Media and iHeartMedia, holiday music is more than just a soundtrack to the season – it’s a driver of emotion, excitement and even spending.

This year, consumers expect to listen to more holiday music on the radio than ever before, creating new opportunities for brands to connect in the moments that matter most.

Holiday Music: The Soundtrack That Sells

The study reveals that 98% of holiday music listeners say hearing Christmas music on the radio helps get them into the holiday spirit, while 90% say they’re more excited to shop when they hear holiday music playing. In fact, 83% of consumers say hearing holiday music on the radio is the signal that it’s time to begin their holiday shopping.

And for brands, that emotional connection translates directly into opportunity:

• 3 in 4 holiday music listeners say they’re more likely to purchase from a company or brand they heard advertised on their holiday music station.
• 8 in 10 say they’re more likely to support companies that contribute to the holiday atmosphere through music.
• 8 in 10 also say they’re more likely to be influenced by advertisements on the radio during the holiday season.

Consumers told researchers they come to their favorite holiday music brands for “a warm, holiday feeling” and “nostalgia.” That sense of comfort and joy translates into stronger brand recall and purchase intent – the kind of emotional connection advertisers seek all year long.

Where Nostalgia, Joy and Brand Connection Converge

With millions of listeners tuning into iHeartMedia’s holiday music stations across the country, from continuous Christmas classics to contemporary festive favorites, the data reinforces what iHeart has long seen in action: holiday radio doesn’t just spread cheer, it drives results.

For marketers looking to reach audiences during one of the most emotionally meaningful seasons, the message is clear: music matters. Pairing a brand with the sounds of the season doesn’t just lift spirits, it lifts sales.

As iHeart’s holiday playlists and radio specials roll out nationwide, its festive programming offers brands a powerful way to align with joy, nostalgia and generosity – the emotions that define the season and drive meaningful engagement.