How Small Business Holiday Campaigns Can Dazzle with Audio

The holidays are here, and it’s an exciting time for small businesses. The potential to drive revenue sky rockets, making the giving season a thrilling time for everyone. Shoppers spent a whopping $17B on Small Business Saturday last year, and 53% of SiriusXM media listeners purchased holiday gifts from a local or small business, meaning listeners shopping now are ready and open to hearing your ads.

It can feel challenging for advertisers to stand out from the crowded holiday market and reach the right audiences, especially for small businesses. Through the power of audio, businesses can break through the clutter and reach their key consumers across streaming, podcasts, and live content during the holidays. 

• 76% of adults listen to holiday music

• 63% of listeners say music enhances the holiday atmosphere

• 1 in 3 say podcast listening gives them an escape from too many screens during the holidays

Set the Soundtrack of the Season

Audio is a prominent part of the holiday season, from preparations and celebrations, to travel plans, to recharging in solitude, and even well after the festivities end, audio is the perfect companion to keep consumers connected and feeling good. And it makes the shopping experience that much better, with 90% of adults saying they listen to audio on their shopping journey.  

There are plenty of options for advertisers to stay in the ears of digital audio lovers. Here’s just a few to check out:

• Geo Targeting: Streaming & Podcasts Everywhere - Geo targeting that allows advertisers to pinpoint their ideal audiences by state, city, zip code, and geographic regions.

• Category Targeting: Streaming Select - Listening spikes during the holidays with over 15M+ listeners from October to December 2023. Take hold of listener attention by targeting the “holiday” music category at large.

• Mood & Activity Targeting: Streaming Select - Reach listeners in the holiday spirit by targeting moods like “happy” and “celebratory” or activities like “cooking,” “eating,” and “entertaining at home.”

• Audience Segments: Streaming Select - Tap into highly relevant first and third-party audience segments like “holiday entertainers” or “holiday deal hunters.”

• Connected Vehicle: Streaming Select - Connected Vehicle audio offers traditional radio advertisers enhanced targeting capabilities that are not available through AM/FM like age, gender, etc. (And 82% of consumers listen to holiday audio in the car).

Get Heard Before the Season Ends

As the holidays quickly approach, and 40% of SiriusXM Media listeners start their holiday shopping in November, it’s crunch time for brands. Advertisers can target audiences during key holiday milestones to maximize impact and drive reach. Over seven in 10 listeners 18+ start and finish their shopping within 60 days, and almost half of them finish within 30 days.

Hit the ears of the shoppers who are already on the hunt for the perfect gift from your small business. To reach them, it’s important to heavy up on brand messaging around key sales moments. With 60% of SiriusXM Media users shopping during key sales events like Black Friday, Small Business Saturday, or Cyber Monday, we’ve got all the right tools and connections to get advertisers in front of these bargain hunters and beyond. 

And don’t forget about the last-minute shoppers looking to check the last of their loved ones off their gift list. Like one in three listeners who typically have last minute gifts to buy. From Giving Tuesday to New Years, the holiday festivities offer countless opportunities for shoppers to get out and make a purchase. 

Get in on the Celebration with SiriusXM Media

Celebratory sounds and festive podcasts light up the holidays for listeners and brands. And small business advertisers can meet shoppers looking to cross off everything on their lists. 

If you’re ready to book your holiday plan and meet shoppers in the holiday spirit, let’s talk.