By now, the hustle and bustle of holiday shopping is reaching a crescendo for many of us. With aching backs and feet from all the window shopping for ideas to shopping in-store, there is nothing better than sitting down for a good meal.
There are numerous dining options for consumers – from quick-serve to fast casual to sit-down restaurants. With all of these options, enticing their taste buds can be a difficult challenge. How do you reach consumers that are on-the-go or right before they are about to shop? With radio, of course.
As a mobile medium, radio reaches consumers throughout their day – in-car, while at work or just on-the-go. Radio also reaches adults who eat out at various types of restaurants. Specifically, according to Scarborough data, radio reaches:
- 90% of adults 18+ who ate at any sit-down restaurant in the past month
- 90% of Black adults 18+ who ate at any quick-serve restaurant in the past month
- 92% of Hispanics 18+ who ate at any restaurant in the past month
In today’s world we know that not everyone goes in-store to shop for gifts, as current analysis shows an uptick in online shopping. According to Adobe Analytics, online sales hit $2.9 billion on Thanksgiving Day, and $640 million by early morning on Black Friday. But even online shoppers must eat.
So whether adults prefer to shop online or in-store, the important thing to understand is the media they consume (no pun intended), especially among those who dine out often. According to The Media Audit, adults who dine out at sit-down restaurants often spend more time with radio than any other media option.
With many stations switching their format to all holiday music, it is the best way to create a festive environment wherever the consumer wants to shop.
And whether it’s a quick-serve or sit-down establishment, diners can be reached with radio.
If you would like to read about specific successes in this category, review some of our case studies.
This is part of an ongoing series on radio’s ability to reach holiday shopper categories.