How Small Business Holiday Campaigns Can Dazzle with Audio

We might not want to admit it, but the holidays are almost here—marking an exciting time for small businesses. The potential to drive revenue skyrockets, making the giving season a thrilling time for everyone. Since the start of Small Business Saturday in 2010, Amex estimates that it has contributed roughly $201B to local economies in this time. Plus, 47% of SiriusXM Media listeners have made a purchase from a local small business, meaning our listeners are ready and open to hearing your ads.  

It can feel challenging for advertisers to stand out in the crowded holiday market and reach the right audiences, especially for small businesses. But through the power of audio, businesses can break through the clutter and reach their key consumers across streaming audio and podcasts. 

• 64% of our listeners say music gets them in the holiday spirit  

• 60% of podcast listeners say podcasts enhance their overall holiday experience and put them in a good mood

Here’s how to navigate the upcoming holiday season (with the help of audio advertising) as a local business. 

Set the Soundtrack for the Season

Audio is a prominent part of the holiday season, from preparations and celebrations, to travel plans, to recharging in solitude. And even well after the festivities end, audio is the perfect companion to keep consumers connected and feeling good. And it makes the shopping experience that much better, with 90% of adults saying they listen to audio on their shopping journey.  

There are plenty of options for advertisers to stay in the ear of digital audio lovers. Here’s just a few to check out:

Geo Targeting: Streaming & Podcasts Everywhere: Geo targeting that allows advertisers to pinpoint their ideal audiences by state, city, zip code, and geographic regions. Targeting those in California? That’s possible. Those in Los Angeles? That, too. 

Category Targeting: Streaming Select: Listening spikes during the holidays with consumers tuning in to trending Pandora stations like:  

• This Year in Latin: +441% in listeners during Christmas compared to the week prior 

• Holiday Travel: +256% in listeners

• This Year in Country: +213% in listeners

• Christmas Morning: +80% in listeners

Take hold of listener attention by targeting the “holiday” music category at large.

Mood & Activity Targeting: Streaming Select: Reach listeners in the holiday spirit by targeting moods like “happy” and “celebratory” or activities like “cooking,” “eating,” or “entertaining at home.”

Audience Segments: Streaming Select: Tap into highly relevant first- and third-party audience segments like “holiday entertainers” or “holiday deal hunters.”

Connected Vehicle: Streaming Select: Connected Vehicle audio offers traditional radio advertisers enhanced targeting capabilities that are not available through AM/FM like age, gender, etc. With 47% of consumers traveling by car during the holidays, and 82% listening to holiday audio in the car, reach those on the road whether shopping, visiting loved ones, or taking a much-needed vacation. 

Offer Deals to Small Business Shoppers 

This year, consumers are concerned about inflation, tariffs, and stock inventory—impacting when, where, and how they shop. In fact, three in four listeners adjusted their shopping behaviors this holiday season due to rising prices, and four in 10 shopped for deals more than usual during the 2024 holiday season.  

Despite this, small businesses are coming out on top. Just as budgets are tightening, consumers are becoming more intentional about the businesses they’re supporting and going the local route. According to the QuickBooks Holiday Shopping Report, it was estimated that 93% of consumers planned to shop small for the 2024 holiday season. Shoppers could be motivated by the possibility of finding a unique gift that’s not on mainstream shelves, supporting a brand whose values align with theirs, or simply getting a good deal. 

Ad-supported audio fits small budgets just right, especially when it comes to Americans who feel that they have too many streaming subscriptions or are spending too much on them. Almost 90% of SiriusXM Streaming Network users listen with ads, and half of our listeners say hearing ads is a fair price to pay for the free content they receive. In the spirit of giving, get in shoppers’ ears with solutions that offer freebies. Pandora’s Happy Hour allows brands to own a prime time slot and rewards listeners with uninterrupted listening. Meanwhile, video plus rewards users’ interactions with ads with on-demand listening and premium features. 

Get Heard Before the Season Ends

As the holidays quickly approach, consumers have their own strategies for tackling holiday shopping. Four in 10 SiriusXM Media listeners start their holiday shopping in November, while 47% of consumers like to take advantage of sales and deals year-round and save it for the holidays. No matter if you’re targeting shoppers who are getting a headstart or waiting till later, it’s crunch time for brands. Advertisers can target audiences during key holiday milestones to maximize impact and drive reach. Over seven in 10 listeners 18+ start and finish their shopping within 60 days, and almost half of them finish within 30 days.

Hit the ears of the shoppers who are already on the hunt for the perfect gift from your small business. To reach them, it’s important to add a heavier dose of brand messaging around key sales moments. With 64% of SiriusXM Media users shopping during any key sales dates or events—from Black Friday, to Small Business Saturday, to Cyber Monday—we’ve got all the right tools and connections to get advertisers in front of these bargain hunters and beyond.

And don’t forget about the last-minute shoppers looking to check the last of their loved ones off their gift list—like the one in three listeners who typically have last-minute gifts to buy. From Giving Tuesday to New Years, the holiday festivities offer countless opportunities for shoppers to get out and make a purchase. 

Get in on the Celebration with SiriusXM Media

Celebratory beats from music and festive stories on podcasts light up the holidays for listeners and brands alike. And small business advertisers can meet shoppers looking to cross off everything on their lists. 

If you’re ready to book your holiday plan and meet shoppers in the holiday spirit, let’s talk.

More Holiday Advertising Opportunities