The National Retail Federation has just posted a great blog that lists the Top 10 holiday trends in retailing for the year.
As the radio industry tries to finish 2010 on the highest note possible, taking heed of what is happening with retailers in your city or town can translate into dollars and results.
After all, local sales reps need to do more than “sell time.” If all they talk about is rates, their September PPM rankings, and that first quarter trip to Cozumel, they’re not doing the job of helping advertisers solve problems and attain results.
To read the entire “Retail BIG Blog” post, click here.
But to save you a few steps, here are some of the trends that jumped out at us:
#1 Americans (still) aren’t ready to declare an end to the recession. But #2, there’s a glimmer of hope. Slowly, but surely, there are optimistic signs and the NRF sees the pendulum swinging back.
#3 Fundamentals are out. Fun is in. This is an important trend for radio to take right to the streets. According to the NRF, gifts this year will be more fun and exciting, rather than totally focusing on value. Working with advertisers, radio can build promotions that are fun, while engaging retailers and some of their more less serious products or services.
#8 Men are from Mars. Women are from Venus. In radio, we are well aware of the differences. In the world of retail, women lean toward gift cards, jewelry, and home décor. For guys, it’s consumer electronics and sporting goods. This is powerful information to help sales reps legitimize the value of your station, and how your audience can best help them be successful during the holiday season. (and from the programming side, this information could be a valuable tie-breaker as you plan late-year contesting and tactical giveaways.)
#10 Can you hear me now? Good. A recent survey conducted for the NRF by BIGresearch shows an interesting finding. At the 11th hour, they added a question about mobile apps and websites. The big takeaway is that one-fourth of smartphones owners say they will use these gadgets for holiday shopping, price comparisons, product research, and to find stores – especially 18-34 year-olds and to a lesser extent, men. As the NRF blog puts it, this “should serve as a clear signal to retailers that this mobile trend is not going away anytime soon.”
This surprised the NRF, but it is no shock to us. Hopefully, you’ll see some key findings in this blog post that can help you and your staff better understand retailing trends so that you can provide more strategic value to your advertisers. Forward it to your sales managers and reps, and here's to a successful Q4 selling season.