Stocking Stuffers

I've been waiting 8 months to write this blog, but seeing that we could be just a few days away before someone starts playing Christmas music (could all stations agree to at least wait until after the election?), here's my pitch:

Our Tech Poll taken last February was an eye-opener to me on the topic of online sales.  Remember, we're talking more than 27,000 interviews in markets big, small, and everything in-between.  A number that jumped out at me is that only 9% of the total sample never shops online.

So, looking at the large majority that regularly buys stuff on their computers, 15% shop online weekly, while three in ten do so monthly.  And notably, many of the most frequent shoppers are men and 25-54s. 

Personally, that makes sense to me, never having been a fan of malls or crowds.  And clearly, there are a lot of adult men who concur, and find the ease and convenience of online shopping preferable.  If that sounds like the sweet spot of Rock stations, keep reading.

What does this mean to you and your station?  With the holidays looming, this is the time to put together that online store, ramp up some great merchandise, and make some money by virtue of your strong brand.  Most T-shirts, hats, and other logoware falls in that perfect price range that anyone can afford.  As we're fond of saying, the perfect stocking stuffers.

But time is flying.  Remember that Cyber Monday has gone from becoming the top e-commerce shopping day to the official start of the holiday season.  So, a well-timed email blast that invites your audience to shop on your site can be the catalyst that makes you some serious money this holiday season, while getting your logo all over the market. 

Given the need for alternative revenue streams, your big brand, your email database, and the power of online shopping could provide a nice fourth quarter gift for your station.

Comments

[Bruce Barber]

Fred,

You're right - the fact that "Only 9% Never Shop Online" blows me away. Does anyone else remember all the naysayers that predicted that e-commerce would never amount to anything?