This Day On The Street
Continue to site right-arrow
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
Stocks Under $10 with 50-100% upside potential - 14 days FREE!

5 Reasons to Just Surrender to Holiday Radio Now

4. It's not "radio" you're hearing

The local broadcasters aren't the ones pumping Paul McCartney's Wonderful Christmastime into your local California Pizza Kitchen in August. That duty falls to companies such as Los Angeles-based Prescriptive Music -- whose clients include Marriott Hotels (MAR), The Cheesecake Factory (CAKE) and a number of hotel, restaurant and retail chains. Chief Executive Allen Klevens explained his company's holiday strategy to Inc. magazine a few years back.

"In August, we start at approximately 20% to 25% of holiday music," he said. "Then, as it gets closer to December, we raise it up to 40%. Closer to Christmas, we raise it up to 60%. On Christmas, we're at 100%."

There are any number of companies, including Soundreef, MoodMixes and Custom Channels employing similar tactics around this time of year to help retail outlets goose customers into some early holiday spending. We hate to break this to you, but ...

3. It's working

Combine early holiday displays with the right playlist, and the customers will follow.

In radio alone, going to the all-holiday format is a great way to snare a larger audience. A 33-market study conducted by Arbitron in 2009 found that the average market share for radio stations that switched to the all-holiday format rose 91%.

Throw it into a retail setting and throw around a bit of cinnamon, however, and you have a recipe for early holiday sales. A decade-old study by researcher Eric R. Spangenberg concluded that combining the aroma of cinnamon, mulled cider or pine with holiday music puts customers in a giving mood. "Our results suggest that wise retailers can act upon this lesson by blessing their customers with synchronized sound systems and scent diffusers, and in turn receive the blessing of strong holiday sales," Spangenberg said.

2. It's not really that early

Most all-holiday radio stations hold off on the format change until November at the earliest, with even Sirius-XM (SIRI) holding off on introducing the first of its seven holiday-themed stations until Nov. 13 last year.

Internet radio doesn't have these hangups. Pandora (P), for example, has nearly two dozen holiday music stations available year-round. In a survey conducted by the music site last year, listeners 35 to 44 made up 94% of Pandora's holiday music channel listeners. Meanwhile, Midwest states were the stations' earliest adopters, making the switch by early November.

Spotify, meanwhile, had musicians including Ellie Goulding, Rob Thomas, Mariah Carey, Kelly Clarkson, Lady Antebellum and Fun. cobble together year-round holiday playlists. Not to be outdone, Rdio got Rolling Stone, Complex Media, The AV Club, retailer Free People and musicians Y La Bamba, DeVotchKa, The Hush Sound and No Doubt guitarist Tom Dumont to contribute holiday playlists that are still up.

Listeners aren't on a radio station's clock anymore. If someone wants to hear a playlist based on Run DMC's Christmas In Hollis in September because that's when they're knocking out some early holiday shopping, that's happening.

1. Early beginning = abrupt ending

The fringe benefit of broadcasting holiday music so early is that once Christmas night is over, so is the all-holiday format.

In the earliest days of all-holiday radio, there were broadcasters that kept it going into the day after Christmas or even into January. Those daring stations are far more rare now, knowing full well they've tested the public's patience and worn out holiday music's welcome even a second after Christmas ends.

It's little consolation, we know, but it's at least a light at the end of one holly, jolly, months-long tunnel.

-- Written by Jason Notte in Portland, Ore.

>To contact the writer of this article, click here: Jason Notte.

>To follow the writer on Twitter, go to

>To submit a news tip, send an email to:


Jason Notte is a reporter for TheStreet. His writing has appeared in The New York Times, The Huffington Post,, Time Out New York, the Boston Herald, the Boston Phoenix, the Metro newspaper and the Colorado Springs Independent. He previously served as the political and global affairs editor for Metro U.S., layout editor for Boston Now, assistant news editor for the Herald News of West Paterson, N.J., editor of Go Out! Magazine in Hoboken, N.J., and copy editor and lifestyle editor at the Jersey Journal in Jersey City, N.J.
2 of 2

Select the service that is right for you!

Action Alerts PLUS
Try it NOW

Jim Cramer and Stephanie Link actively manage a real portfolio and reveal their money management tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
  • Weekly roundups
TheStreet Quant Ratings
Try it NOW
Only $49.95/yr

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
  • Upgrade/downgrade alerts
Stocks Under $10
Try it NOW

David Peltier, uncovers low dollar stocks with extraordinary upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
  • Weekly roundups
Dividend Stock Advisor
Try it NOW

Jim Cramer's protege, David Peltier, identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Alerts when market news affect the portfolio
  • Bi-weekly updates with exact steps to take - BUY, HOLD, SELL
Real Money Pro
Try it NOW

All of Real Money, plus 15 more of Wall Street's sharpest minds delivering actionable trading ideas, a comprehensive look at the market, and fundamental and technical analysis.

Product Features:
  • Real Money + Doug Kass Plus 15 more Wall Street Pros
  • Intraday commentary & news
  • Ultra-actionable trading ideas
Options Profits
Try it NOW

Our options trading pros provide daily market commentary and over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • 100+ monthly options trading ideas
  • Actionable options commentary & news
  • Real-time trading community
  • Options TV
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!


DOW 17,804.80 +26.65 0.15%
S&P 500 2,070.65 +9.42 0.46%
NASDAQ 4,765.38 +16.9840 0.36%

Brokerage Partners

Rates from

  • Mortgage
  • Credit Cards
  • Auto

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs