I don’t know about you, but my inner Buddy the Elf wants this to be true. Yet, no amount of holiday spirit or Christmas cheer can wish it to be so — and that is why we’re looking at the facts.
Shared via GIPHY
A study conducted by Mood Media revealed that almost 80 percent of shoppers are aware of holiday music playing in a store, and 75 percent say it enhances their shopping experience. But do happier shoppers equal motivated shoppers?
According to Mood Media’s research, 54 percent of shoppers claimed to make “different shopping choices based on holiday music.” And 42 percent admitted that listening to Christmas tunes leads them to browse a bit longer. These findings certainly fit with how we’re wired.
An article in Psychology Today confirms that “music affects the way we think, feel and act, which has considerable consequences for our wallet. This is especially true in a retail environment. When the music we hear is enjoyable, our positive emotional state colors our impression of our surroundings. We evaluate the merchandise more favorably. We view the sales personnel as friendlier. And the happier we feel, the more likely we are to remain in a store, explore our surroundings, and find something we want to buy.”
Yet, Christmas music can be polarizing.
Even as 75 percent of shoppers typically enjoy hearing holiday songs and enjoyable music can encourage increased spending, what about the other 25 percent, or those whose enjoyment is limited to one or two songs — or a specific musical genre?
Shared via GIPHY
You certainly can’t and won’t please everyone. However, if you feel strongly about playing festive music around the holidays, let’s look at tips to create a mindful strategy that considers both your shoppers and your staff.
Key Considerations for an Effective In-Store Christmas Music Strategy
- Play genres that suit your customer demographics
- Stay true to your brand values and personality
- Ensure you have a long enough playlist to avoid repetition
- Keep the volume at a level that isn’t too distracting
- Avoid holiday burnout by waiting until Thanksgiving or December
- Consider mixing Christmas music with non-holiday songs to break it up
But back to our initial question: Can playing holiday music in your retail store increase your sales?
While the data itself is promising yet inconclusive, it seems that good old-fashioned holiday spirit could be at work after all — paired with a bit of good intention and a plan. The right Christmas music at the right time could infuse the right amount of cheer into your shoppers.
Shared via GIPHY
