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What to Consider When Planning for the 2021 Holiday Season

September 07, 2021

Much like last year, this holiday season is sure to be different than prior years; COVID-19 changed the way consumers shop for and celebrate holidays. This means more time spent at home and traveling via personal vehicles rather than public transportation. Luckily, radio reaches holiday shoppers everywhere they are, including at home and in their cars.

It might seem early to be thinking about the holidays, but they’ll be here before you know it and holiday inventory sells out earlier than you think. Proactively planning your holiday marketing campaigns will not only help you beat the rush, but you’ll likely save money and have better ad schedules too!

Some good news for small business owners is that after a year of saving, consumers plan to buy more gifts and celebrate the holidays more than ever. In fact, 77% of Americans say they are looking forward to spending more money on their kids and families this year. Buying local is more important than ever, too. 82% of consumers say they will spend more to support local businesses this year vs. 60% in 2020.

A few things to consider when planning for the 2021 holiday season:

Don’t wait too long

Whether you want to advertise during Thanksgiving, Black Friday, Small Business Saturday, or Christmas, you’ll want to book your campaign as far in advance as possible so you can get the best results.

Spend more to be top-of-mind

Spend more on holiday advertising to increase the number of times people are hearing your ads. Increasing your budget leads to more impressions and ultimately increases the number of customers who hear your ad and/or how many times they hear it.

Give back to your customers

Consumers are willing to spend more to support local businesses, but they’re more likely to spend more when they’re incentivized with a discount or free shipping.

Send the right message

This year, consumers want to experience joy, nostalgia, and escape. These are easy emotions to play off of when creating ads and will likely capture the attention of potential customers. If you’re not sure what the best creative style is for your business offering, let the pros decide! Our team of professional writers can take the information you provide them and come up with something great so you don’t have to stress — 25% of existing AdBuilder customers let the pros decide.

Ready to take on the holiday season? Visit iHeart AdBuilder to get a free custom radio ad and book your next campaign in advance! Keep in mind, we’re currently waiving the $100 ad creation fee (this covers writing and producing the ad), but will begin charging for ad creation later this year. This means that for a limited time you can create unique audio ads for each holiday campaign and only pay for the media. We can’t wait to hear your seasonal ads on the air!

Source: InnovateMR/iHeartRadio Beyond Covid Study Dec 2020