Reach Multicultural Consumers this Holiday Season with Audio

When you think of the holidays, do you immediately think of Christmas? Do the lively beats of Mariah Carey's "All I Want for Christmas Is You" start playing in your head? You’re not alone. But there’s more than one way to celebrate the holidays. And for brands, taking a one-dimensional approach to the holiday season may leave a major audience behind: multicultural consumers (and their $7T in purchasing power). 1

The holidays look different across audiences. For many multicultural consumers, not only are they often celebrating mainstream holidays, but they're also celebrating cultural holidays like Las Posadas or Kwanzaa. Throughout the season of celebrations, digital audio is the one certainty in Asian, Black, and Latino consumers’ holiday routines. Whether they’re creating a music playlist to set the vibe for a party or co-listening to a podcast around the fire, multicultural listeners lean on audio to enhance the holiday atmosphere and connect with their loved ones.

Get ready to celebrate all the cultural differences that come with the holiday season (and add nailing multicultural marketing to your list this year).

Asian consumers are most likely to travel for the holiday season 

The holidays tend to come with a calendar full of reunions and gatherings. And 57% of Asian listeners ages 18 and up stand out among multicultural listeners for their higher likelihood of traveling during the holiday season. Whether they’re visiting family, friends, or a new destination, audio is their travel companion. In fact, 29% of this group listens to podcasts while traveling this holiday season. 2  

Holiday gatherings, check. Seasonal travel, check. But it’s holiday gift giving that really gets consumers excited, and Asian audiences are no different. In fact, compared to other multicultural groups, 76% of Asian gift purchasers spent the same amount or more on gifts compared to previous years. 3 The takeaway: They have their wallets at the ready, and they’re waiting for your message.

How to reach them

With Asian listeners over-indexing for spending more on gifts and looking for a good deal, you can be sure that they’re open to hearing gift inspiration from ads. Out of all groups, Asian listeners are more likely to take action after hearing or seeing a holiday ad. In fact, 76% of  Asian listeners took any action after hearing or seeing a holiday ad, like exploring brand websites and researching products before visiting a store.  And with this group reaching for their smartphone the most compared to other devices for holiday listening, brands can get in their ears with mobile advertising solutions. 2  

If you’re targeting streaming audio, pick among display, video, or rewarded ads to boost web traffic and improve brand recall. And if you’re targeting podcasts, opt for custom video segments or video host reads to catch both the eyes and ears. Whether this audience is decorating, hosting, or traveling, you can make your brand message a part of their holiday activities on mobile. SiriusXM Media reaches 82% of AAPI listeners 13 and up, ensuring your campaign has scale and reach. 3

Black holiday consumers start shopping early

Black communities embrace the holiday season with traditions and preferences that go beyond standard American norms. To some, December means celebrating Kwanzaa and large celebrations, and for others, it might mean practicing self-care. No matter what’s on their calendar, audio sets the vibe. In fact, 54% of Black listeners 18 and over say that music enhances the holiday atmosphere and 36% say it connects them to cultural traditions and memories. And don’t forget about podcasts. This demographic overindexes for listening to podcasts while traveling, cooking a holiday meal, or shopping for gifts online. 2 

Speaking of holiday shopping, 69% of Black gift purchasers are most likely to start and finish their shopping within 60 days. And 38% of them start shopping in October or earlier. For brands, this means starting your messaging early and ramping up for the busy Black Friday and Cyber Monday period. After all, 35% of Black listeners 18 and up say it’s easier on their budget to spread out their holiday spending. 2

How to reach them

With 87% of Black listeners tuning in to holiday music during the season, reach them with Pandora’s Sponsored Stations—from Soulful Holidays to R&B Holiday to Smooth Jazz. 2 This solution is a turnkey way to resonate with diverse audiences in the culture-rich environments they’re already seeking this holiday season. As your target listeners jam to classic hits from Boyz II Men and Whitney Houston, take your message even further with welcome interstitials, a Pandora solution that offers your brand full-screen visibility as listeners open the app. SiriusXM Media reaches 93% of Black Americans 13+, so no matter which generation or household income you’re homing in on, you can rest assured that they’re here. 3

Latino holiday consumers celebrate various winter holidays 

December and January bring much more than Christmas and New Year’s, especially for Hispanic communities, who celebrate cultural holidays like Las Posadas, Noche Buena, Tamaladas, and Three Kings Day. With this full of a holiday calendar, it’s no surprise that this group ranks highest (69%) compared to other diverse groups when it comes to hosting or attending any party/gathering this holiday season. 2  Acknowledge the unique experiences of this community, and speak their language with audio—the heart of the holidays to many.

Latino consumers surround themselves with loved ones during the holidays, which means plenty of co-listening opportunities for brands. Over nine in 10 Hispanic listeners (91%) spend the holidays with any family, while holiday music is the common denominator when they’re gift shopping, traveling, or dancing at family gatherings. 2 Find them listening to festive and cultural Pandora stations like Navidad Latina, Navidad Dominicana, or Navidad Mexicana. 

Music isn’t the only audio that’s in Latino listeners’ ears during the holidays. This audience loves podcasts, especially genres like comedy and society & culture. With our Hispanic storytellers bundle, you can enhance your brand’s presence with culturally resonant shows like El Show de Piolin and Erazno y La Chokolata.

How to reach them

When shopping for the holidays, this audience is ad-receptive, with 73% of Hispanic listeners taking any action after hearing or seeing a holiday ad. As you craft your messaging, remember this: Hispanic American listeners are highly influenced by sales and offers, outranking other diverse groups at 61%. Plus, a whopping 83% have made a change in their shopping behaviors due to inflation. The TL;DR: Give them a holiday deal that’s too good to pass up. As for what they’re shopping for? Their top categories were clothing and shoes, gift cards, and food and beverage—making this a key demographic for retail and CPG brands. 2 SiriusXM Media reaches 92% of Hispanic Americans 13 and over, so you know you’re in the right place. 3

Up the authenticity and relevance of your campaigns

As you make your list and check it twice, make sure you have all these bases covered for holiday campaigns that reach diverse audiences successfully. 

Be a part of the community

Your campaigns are only as strong as your team. When you’re looking to speak to the community relevantly and conversationally, enlist the help of Studio Resonate and our diverse slate of talent. Throughout the creative process, it's key to work with multicultural copywriters, voice talent, podcast hosts, and music artists. A melting pot of opinions and expertise minimizes the chances of stereotyping and typecasting while boosting a dose of authenticity.

Address key cultural moments

It’s worth repeating, Christmas isn’t the only winter holiday. Jewish communities celebrate Hanukkah, Hispanic groups celebrate Noche Buena and Tamaladas, Black audiences celebrate Kwanzaa, and Asian communities celebrate Lunar New Year. With Hanukkah starting as early as mid-December and Lunar New Year occurring as late as February, brands should think beyond solely December when it comes to holiday campaigns. Just as consumers get a headstart on their holiday shopping, kicking off your campaigns early (hint: that means yesterday) only means more time to get it right. 

Multicultural marketing is the gift that keeps on giving

With diverse listeners over-indexing for holiday spending, listening, and ad receptivity, they should be at the top of any brand’s list this upcoming holiday season. Ditch the one-size-fits-all approach, and let digital audio do the talking. 

Ready to unwrap the rewards of multicultural marketing? Let’s chat.

But wait! There’s more holiday advertising opportunities