At this time of year, annually, sports radio salespeople hear all about why they will be left off the Christmas buy. Men don’t shop — we are told — and women buy, buy, and buy. Not so fast, my friend!
Men, and men who listen to sports radio, have emerged as a significant and influential segment in holiday shopping. And one worth targeting, especially the last two weeks before Christmas.
According to the National Retail Federation (NRF), men, on average, spent $699 on holiday gifts in 2020, compared to women’s $593. Men need to buy for all the women in their lives and don’t spend as much time looking for the least expensive perfect gift. Men are active and generous in their gift-giving. The last two weeks leading up to Christmas is a shopping frenzy, and that’s where men stand out.
According to Statista’s data, 25% of men plan to finish their holiday shopping on Christmas Eve, compared to 16% of women. So assemble an aggressive 12/11/23-12/24/23 schedule, and let’s sell!
This behavior creates a unique opportunity for businesses to capture the attention of those who need to make swift purchase decisions. Here are some ideas on what and who to sell to:
Tech Enthusiasts and Electronics Lovers: Electronic devices such as smartphones, gaming consoles, and smart speakers are among the top-selling items with men at Christmas. And here are 72 other gift-giving ideas.
Focus on High-Value Gifts: Men are known for their penchant for high-value purchases. Luxurious goods, tools, and home improvement products are among their favorite choices to give to other men like Fathers, Uncles, and adult children.
Gift Cards: The NRF reports that 46% of men planned to buy gift cards as holiday gifts. We aren’t that creative at times. Ensure you have a gift card giveaway promotion on air with YOUR client.
Online Shopping Appeal: As recently as 2021, 62% of Men will buy online. Make sure your client copy directs listeners to an online store or landing page.
Home Improvement and DIY Projects: Men are involved in trimming the tree, putting up lights, and occasionally remodeling a bathroom for holiday guests. Who better than men interested in DIY and home improvement to sell more tools, ladders, and drills?
Advertising to men on sports radio in the final two weeks before Christmas is a strategic winner. Here are some more categories to target. Men’s significant role in holiday shopping, last-minute shopping tendencies, and diverse interests make them an ideal target audience. When scoring big during the holiday rush, make sure you get your share of business on air.
Jeff Caves is a sales columnist for BSM working in radio and digital sales for Cumulus Media in Dallas, Texas and Boise, Idaho. He is credited with helping launch, build, and develop Sports Radio The Ticket in Boise, into the market’s top sports radio station. During his 26 year stay at KTIK, Caves hosted drive time, programmed the station, and excelled as a top seller. You can reach him by email at jeffcaves54@gmail.com or find him on LinkedIn.
