News

Survey: Shoppers do not want to hear Christmas music before December

November 18, 2010

The vast majority of shoppers (73 percent) do not want to hear festive songs in stores before December, according to a study released by in-store media specialist Mood Media Corp.

The study’s findings, which come as many stores roll out their festive decorations and songs, also highlight the fact that Christmas tunes rarely put shoppers in the mood to buy presents: more than 3 in 5 of those surveyed said hearing Christmas music in a shop does not make them think of buying gifts.

However, almost three quarters (74 percent) of consumers aged 18 to 44 say they like hearing in-store music while they shop, while almost two thirds (64 percent) say they would browse for longer if they enjoyed the atmosphere in a store.

"The message is clear for retailers looking for ways to keep shoppers in-store for longer: instead of using festive tunes just because the Christmas shopping season is about to begin, they can tailor their in-store music to the tastes of their particular customer demographic," said Vanessa Walmsley, senior vice president of corporate marketing for Mood Media.

Shoppers were also asked to rank the following important factors in creating a comfortable in-store atmosphere: music; visuals, such as screens or TVs; or in-store fragrances or scents. Over two-fifths of 18-44 year-olds (42 percent) stated audio was most important, but those aged over 44 opted for in-store scents (50 percent).