Holiday music is an important part of any holiday marketing strategy. But when should a retailer start playing Christmas music and how much is enough? There is much debate on the subject and what a retailer should do largely depends on who the music is targeted to. Michael DuKane president of NEXTUNE, a streaming music service for retailers and restaurants, explains it this way…
“Changing music to 100 percent Holiday before Black Friday can be too much, too soon. The best strategy is to blend selected Holiday songs into your regular playlist. That’s why we developed channel playlists that smoothly flow between sets of non-holiday music and Holiday selections. Whether the primary music for a retail store is Jazz, Rock, Pop or Country, we have unique blends of Holiday channels that mix the best of these genres with Holiday selections that are stylistically similar. This keeps the right sound playing throughout the season without compromising a retailer’s core music strategy. Employees are much happier and consumers are motivated to shop longer.”
When choosing a genre of music to play in a retail store, it’s almost always best to make the choice based on what appeals to the target market. A clothing store for female teenagers might want to play Top 40/Dance Pop music. However, an outdoor clothing store for 30 to 50-year-old males, may find country music to be the right choice. When consumers hear music they like and identify with they’re more likely to make purchases.