On July 6th, reports stormed the internet that Costco was the first “big box” operation to set out Halloween decorations for sale. Smart move. Halloween ranks #2 on the list of holidays on which American families spend the most.
Last July, we warned radio not to sleep on holiday prep in the summer. It’s easy to mentally drift during hot summer afternoons. The smartest programmers, however, will be sharpening their calendars for the rest of the year.
If you think it’s too early to start planning for Halloween, Thanksgiving, Christmas, and New Year’s — or even Labor Day — take a look at the retail world. Big box stores are already mapping out holiday inventory, marketing campaigns, and merchandising strategies for the fourth quarter. They know success in November and December is determined in July and August. Radio should take the same approach.
Back-To-School: Don’t Wait
Your Back-To-School planning should have been completed in June. Teachers are already planning the return to classrooms this month. Although not a traditional “holiday,” the money invested in Back-To-School spending would rank it — above Halloween — as the second most expensive seasonal event in the U.S., topping out at $40 billion per year.
With that in mind, here are additional ideas still worth developing and executing in the 3rd and 4th quarter of 2026.
Labor Day
- The Working American Salute
We have clients run this program year-round. Listeners nominate teachers, nurses, and first responders for daily prizes. Post photos on social media featuring the nominees.
- The Top 125
Keep America’s 250th Celebration alive with a listener-driven Top 125 American artists countdown. Play two songs by each artist over Labor Day weekend, creating a Top 250 song playlist.
- Three-Day Weekend Playlist
Have listeners build the station’s “Official Labor Day Weekend Playlist” through voting and requests. Then salute a different American worker who helped build the playlist throughout the long weekend.
Halloween
- The Haunted Sound Challenge
Morning shows play horror movie clips. Listeners identify the clips for passes to local haunted houses, forests, or corn mazes. The scarier, the better.
- Monster Mash Music Weekend
This is a tried-and-true radio promotion. Most programmers think it’s overused — but not the audience. Highlight songs with spooky titles or themes, and allow listeners to vote bracket-style for the ultimate Halloween anthem.
- Ghost Story Expert
Bring in a paranormal expert to discuss the creepiest experiences and haunted house stories. Instagram and Reddit are full of them. Have listeners add their own local lore. Everyone has a story. Post photos to your social media platforms.
Thanksgiving
- Turkey Drop
Recreate the iconic WKRP Turkey Drop — only this time, do it at a football field or parking lot with paper turkeys. Each turkey would have a number or QR code attached for a different sponsor prize. Get several sponsors involved. TV media would love this.
- Thankful Thursday
This is always a heartwarming promotion. Invite listeners to recognize someone they appreciate, with selected stories winning dinner gift cards or grocery certificates.
- Strange Family Recipe Exchange
So many listeners and on-air talent have dishes they only make at Thanksgiving. Many families have their own traditions. Listeners submit their unique holiday recipes to be featured on-air, online, and on social media. Invite them to bring their interesting family food to the station and create online videos of air talent trying it.
Bonus: On-Site Promotions That Are Always in Season
Additionally, consider these evergreen on-site activations:
- Branded holiday selfie stations at parades and concerts.
- Sponsored charging stations – affordable on Amazon – at festivals and parades.
- QR-code treasure hunts that drive listeners to sponsors and station apps.
Here’s another one that will sneak up on you!
Election 2026
More money will be spent on the midterms than any other election cycle. Promote voter registration deadlines, early voting locations, mail ballot information, and poll worker recruitment opportunities. Big money for your cluster awaits.
Here’s a list of special days and months you can bookmark using the National Days Calendar – here – or encourage your talent to stay current with Chase’s Calendar of Events – here. Plenty of partnership ideas can be found on the website and inside the book.
Winning holiday promotions hit three goals:
- Creating listener memories – and therefore ratings
- Generating social media content across the cluster
- Providing sponsorship and revenue opportunities
Brands that win the 4th quarter are the ones planning in July. The calendar isn’t slowing down, so neither should you. Open the whiteboard, gather the team, and get to work — now.
Special thanks to client stations for ideation and the creative minds behind the promotional efforts of Midwest Communications, Federated Media, Leighton Media, Midwest Family of Companies, Saga Communications, and CPR Promotions’ Paige Nienaber (among others).
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Kevin Robinson is a passionate award-winning programmer, consultant and coach – with multi-formats success all over the country. He has advised numerous companies including Audacy (formerly Entercom Communications), Beasley Broadcast Group, Westwood One, Midwest Communications, Townsquare Media, Midwest Family Broadcasting Group, EG Media Group, Federated Media, Kensington Media, mediaBrew Communications, Starved Rock Media, and more. He specializes in strategic radio cluster alignment, building lean-forward tactics and talent coaching – legacy and entry-level – personalities.
Known largely as a trusted talent coach, Kevin is the only personality mentor who’s coached three different morning shows on three different brands in the same major market to the #1 position. His efforts have been recognized by The World Wide Radio Summit, Radio & Records, NAB’s Marconi, and he has coached CMA, ACM and Marconi Award-winning talent. He is also in The Zionsville High School Hall of Fame as part of the 2008 inaugural class. Kevin is an Indiana native – living near Zionsville with his wife of 39 years, Monica and can be reached at kevin@robinsonmedia.fm.