Holiday Harmonies: New Data Reveals How Music for Retail Shapes the 2024 Shopping Experience
Small details create lasting impressions in retail, and during the holiday season, the most effective tool for crafting memorable experiences isn’t found on store shelves — it’s playing overhead.
Modern holiday playlists need thoughtful curation, moving beyond the standard rotation of familiar classics. Our research shows that 54% of shoppers make different shopping choices based on holiday music, with 42% lingering longer in stores filled with seasonal melodies. The data points to clear opportunities: Retailers who fine-tune their musical atmosphere can transform routine shopping trips into engaging brand experiences.
Strategic music selection is fundamental to building brand identity. When aligned with brand values and aesthetics, music creates powerful emotional connections with customers. During the holiday season, when consumer engagement peaks, this intentional approach becomes even more crucial in strengthening the connection between brand and consumer.
To help retailers create magnetic holiday environments, we studied how music genres and playlist design affect customer behavior. The results offer fresh perspectives on consumer preferences and practical insights for building stronger connections through sound.
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The Evolution of Holiday Music for Business
Holiday music traditions are shifting. While Burl Ives and Mariah Carey remain seasonal favorites, our research shows retailers need a more nuanced approach to connect with today’s shoppers. Over half (52%) of consumers now prefer a blend of traditional and contemporary holiday music, signaling a clear shift in musical taste.
This preference for variety shapes how shoppers want to experience holiday music in stores. When asked about their general listening habits, the majority (33%) of shoppers prefer Alternative music. Classical music follows at 18%, with genres like jazz (15%) and gospel (12%) rounding out the mix. These preferences suggest that holiday music programs should explore beyond traditional arrangements, offering fresh interpretations and diverse genres to keep shoppers engaged.
Holiday music playlists should reflect a broader musical palette to cater to more people. Shoppers notice and care about playlist quality — they’ll certainly notice the tenth playing of “A Holly Jolly Christmas,” and their reaction won’t be positive. But when they hear fresh holiday tracks from artists like Taylor Swift or Beyoncé, they respond with enthusiasm. Eight in 10 survey respondents rated specially curated holiday playlists as important to their shopping experience, with over half ranking them as “important” or “very important.” Generic holiday playlists simply don’t match today’s consumer expectations.
Thoughtful music curation matters. When stores align their holiday soundtracks with their audience’s varied tastes, they create more engaging environments. In fact, 89% of shoppers report emotional connections to well-chosen holiday music, suggesting that the right playlist helps build lasting relationships with customers.
Holiday Shoppers’ Preferred Genres
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The Psychology of Holiday Music in Retail
Music can greatly influence the holiday shopping atmosphere. Approximately 79% of consumers report being highly attuned to in-store holiday music, with nearly half (48%) describing themselves as “very aware” of the music while browsing.
The connection between music and memory runs deep. Specific songs remind shoppers of cherished holiday traditions and celebrations. This emotional resonance creates an ideal option for brands to express their values through music. By transforming routine shopping trips into meaningful brand experiences, retailers can build lasting relationships with customers that extend beyond the holiday season.
Our data confirms music’s power to shape brand perception. For example, shoppers may internalize their music experience as nostalgia (41%) or a sense of relaxation (29%), coming out of the store with the impression of a pleasurable store visit (75%) — demonstrating how strategic music selection directly influences customer sentiment.
The positive impact is particularly noteworthy when considering broader customer response. Only 6% of shoppers report feeling irritated by holiday music, suggesting widespread acceptance of seasonal soundtracks. Retailers who combine this receptiveness with intentional playlist design create environments that naturally foster brand loyalty.
From Emotion to Action: The Business Impact
Converting emotional connections into measurable results is where holiday music demonstrates its real impact. Shoppers spend more time browsing when seasonal music plays, 12% increase their spending, and 44% are more likely to return to stores that play holiday music.
These behavioral shifts add up. When shoppers feel comfortable and connected to their environment, they interact more deeply with products and spaces. A majority (84%) of customers return to stores that create pleasant atmospheres, suggesting that strategic holiday music programming builds loyalty that lasts long after the decorations come down.
Holiday music doesn’t have to be just festive. Smart retailers recognize it as a strategic tool for influencing shopping behavior and driving business growth. When stores align their musical atmosphere with customer preferences, they create environments that naturally encourage longer visits, inspire return trips, and boost sales.
Creating the Perfect Holiday Soundtrack
Creating an effective holiday music strategy requires both artistry and science. Much like a well-composed symphony, retail soundtracks should flow naturally through the season, building anticipation and enhancing the shopping experience without overwhelming customers.
Holiday music programming demands a delicate balance between tradition and innovation. While timeless classics like Mariah Carey’s “All I Want for Christmas Is You” set a familiar foundation, incorporating new releases — like Mary J Blige’s “Christmas Without You” or Sabrina Carpenter’s “A Nonsense Christmas” — keeps the experience fresh and engaging. The goal is to create dynamic holiday playlists that capture the spirit of the season while surprising and delighting shoppers throughout their visit.
Leading retailers are already embracing this approach. A global luxury brand recently reimagined traditional seasonal music programming for its younger, fashion-forward audience. Rather than relying on conventional holiday classics, they crafted a sophisticated playlist featuring winter-themed selections from emerging R&B artists and contemporary hip-hop producers. This innovative approach to holiday music created memorable moments of discovery, as shoppers and staff found themselves connecting with unexpected seasonal interpretations that perfectly aligned with the brand’s trendy identity.
Strategic timing plays a vital role in holiday music programming. Instead of switching to an all-holiday playlist the moment November begins, consider a gradual approach. Start by weaving seasonal selections into your existing playlist, slowly increasing the frequency as the holidays draw closer. This progressive method helps maintain the music’s impact while preventing listener and staff fatigue.
The energy and tempo of your holiday soundtrack should mirror your store’s natural rhythm. During peak shopping hours, upbeat arrangements can maintain shopping momentum and enhance the festive atmosphere. As traffic slows, transitioning to softer, more relaxed versions of holiday favorites creates a welcoming environment that encourages browsing and discovery.
Holiday music becomes particularly powerful when integrated into a broader sensory experience. Imagine shoppers entering your store to the gentle sounds of classical holiday arrangements, accompanied by the warm scent of cinnamon and nutmeg. As they move through different departments, the music subtly shifts to match each area’s character — perhaps more contemporary arrangements in youth-focused sections or traditional favorites in gift departments. This orchestrated approach creates an immersive experience that resonates with customers on multiple levels.
Strategic audio messaging creates another layer of engagement when paired with visual elements. Digital retail signage can showcase seasonal promotions while holiday music plays, and well-timed audio messages can guide shoppers to featured departments or highlight special offers. When synchronized thoughtfully, these elements work together to create a cohesive, engaging environment that enhances the shopping experience.
These strategies, when implemented together, transform standard holiday background music for businesses into a powerful tool for creating memorable shopping experiences. Each element builds upon the others, creating an atmosphere that welcomes, guides, and delights shoppers throughout their visit.
Advanced Digital Retail Solutions for Better Holiday Playlists
Today’s holiday music programming is powered by sophisticated technology that helps retailers make smarter decisions about their audio environment. Modern platforms offer detailed analytics showing which holiday songs resonate most with shoppers, when engagement peaks, and how musical choices influence shopping patterns.
For retailers seeking expert guidance, managed services are a turnkey solution. Professional music designers can handle everything from playlist curation to seasonal transitions, drawing on industry expertise and data-driven insights to create optimal customer experiences. This approach frees retailers to focus on other aspects of their holiday strategy while ensuring their audio environment remains expertly maintained.
The Future of Holiday Retail Experiences
Innovative retailers are exploring advanced audio zoning, where different sections of their stores feature distinct musical moods. Voice-activated shopping assistants may soon integrate with holiday playlists, offering personalized recommendations while maintaining a festive atmosphere. Shoppers could ask for gift suggestions and receive guidance while themed music adapts to their journey through different departments, creating a truly personalized experience.
AI will refine personalization even further, analyzing customer flow patterns and purchase data to automatically adjust playlist elements throughout the day. These smart systems will help retailers create more responsive, dynamic environments that adapt to their customers’ changing preferences and behaviors.
As retailers look toward 2025 and beyond, the strategic value of holiday music in reinforcing brand identity continues to evolve. By investing in flexible media solutions that embrace both emerging technologies and cherished traditions, retailers can craft immersive environments that delight shoppers today while building the foundation for tomorrow’s innovations. A successful holiday season — and delighted customers — belong to those who master the art of orchestrating memorable experiences that authentically express their brand’s unique voice through music.
Strategic, curated experiences, unforgettable results—start today.
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