Don't forget the Music: Your Essential Guide to Holiday Programming Get set for the season with our guide to curating a holiday music program that captures the magic of this time of year while reflecting your brand identity, campaign themes, and customer preferences....
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this issue:
01. Master the Season: The Ultimate Holiday Playbook
How to phase your music across demographics and microseasons
How to phase your music across demographics and microseasons
02. Is your music ready for Q4?
Don’t forget about these upcoming holidays and events
Don’t forget about these upcoming holidays and events
03. Holiday Highlights from 2025
Beyond the usual classics, here are a few standout tracks from last year’s programming:
Beyond the usual classics, here are a few standout tracks from last year’s programming:
01. Master the Season: The Ultimate Holiday Playbook
How to phase your music across demographics and micro seasons.
Brands have a tendency to jump straight into the holiday swing as soon as Q4 begins, but in doing so, they risk missing out on the opportunity to resonate more deeply with their customers, missing out on crucial cultural moments throughout autumn and early winter.
As the end of the year generates up to 40% of total annual revenue for many retailers, it’s important to get this right. Let’s have a look at what’s happening with your customers during this time and how we can develop a more strategic approach to your holiday rollout.
Generational Differences & Expectations
Generations approach and experience the festive season differently, so it’s essential to still align your holiday programming with your core customer demographic or utilize day parting to meet their expectations.
- Only 16% of Baby Boomers support hearing holiday music in retail stores prior to December
- Older shoppers generally observe traditional seasonal boundaries and seek a classic, cozy environment centred around family heritage
Pushing festive tunes too early can drive older shoppers out of the store, but once December arrives, they resonate more with timeless classics, smooth seasonal jazz, and traditional acoustic arrangements.
- Over 50% of younger listeners (especially those under 30) report streaming festive tracks in November or earlier
- Nearly 18% of Gen Z report not celebrating traditional Christmas, and 23% spend the holidays with “Friendsmas” groups or solo
- 45% of younger consumers report seasonal stress driven by financial pressure and social expectations surrounding the holidays
Heavy, traditional carols often contribute to stress, feeling overwhelming or outdated. Younger shoppers respond best to modern indie covers, upbeat alternative arrangements, and energetic pop tracks that soothe anxiety and elevate mood.
Store traffic patterns shift during the day – utilize day parting to appeal directly with customers and optimize dwell time.
Fostering this level of detail, focusing on smaller, specific time windows, deepens customer relevance while reducing audio fatigue for both shoppers and staff. The result is a smooth, seamless transition into the festive season
September into October: Cozy Season (Hygge & Warmth)
The Trend: as summer fades, consumers embrace “cozy season” – a trend strengthened on social media and rooted in feelings of warmth, comfort, lowkey aesthetics, and luxury.
Consumer Mindset: Relaxed, cozy, comfort-seeking
The Sound: Acoustic textures, warm atmospheric indie, relaxed singer-songwriter tracks that set a comfortable pace and encourage dwell time without triggering holiday stress
Holiday Programming:
- 0% festive tracks – keep holiday music out of the rotation to avoid premature fatigue
Data Spotlight
Client favourite Lana Del Rey’s Bluebird achieved an 84% approval rating during this window, setting a cozy, atmospheric tone.
October into Mid/Late November: Peer-Focused Socialising
The Trend: From Halloween parties to “Friendsgiving”, younger demographics especially priotise peer-driven gatherings alongside, or in some cases, instead of traditional family dinners.
Consumer Mindset: Social, upbeat, host-focused and trend-conscious
The Sound: Higher-energy pop, modern soul, vibrant alt R&B, and subtle spooky edits. Carols or traditional holiday songs risk feel disconnected during this phase.
Holiday Programming:
Depending on region
- Early Holiday soft-launch toward the latter end
- 0-25% mix with more winter or acoustic covers, not heavy carols or novelty songs
Data Spotlight
Lady Gaga’s 2009 song Monster reached a 98% client approval rating in late October.
Mid/Late November into Early December: Self-Gifting and Peak Promo
The Trend: Events like “Singles Day” (11/11), Black Friday, and Cyber Week have changed how people shop. Studies show an increase in self-gifting and treat-seeking during this time, alongside looking for holiday deals.
Consumer Mindset: Excitement, urgency, validation-seeking
The Sound: Upbeat, modern, rhythmic audio that maintains confidence and shopping momentum. Sleek electronic pop, driving indie rhythms, and elevated dance-pop to keep energy high
Holiday Programming:
25-50%; scaling up festive tracks as November events draw to a close
Data Spotlight
Upbeat tracks like Charli xcx and Rina Sawayama’s Beg For You saw peak likability leading up to mid November.
Mid to late December: Holiday Peak, Quiet Luxury and Solstice Calm
The Trend: As holiday commercial noise peaks, some shoppers also look for quiet, premium, low-stress environments to escape the chaos. However, it’s still important to balance this with the traditional celebration.
Consumer Mindset: Celebration, sanctuary, retreat, and elevated gifting
The Sound: Elegant holiday jazz, warm acoustic arrangements, joyous modern & classic favourites
Daypart & Programming Mix:
- 50-100% festive mix
- With the holidays in full swing, be cautious of audio fatigue; festive mix should only reach 100% in the final lead up days to Christmas
Data Spotlight
Predictably, Wham!’s Last Christmas is our best-performing track from 2025. However, during this period, The Marías Sienna took the top spot for non-holiday music, with over 97% approval from clients.
A successful Q4 is as much about when and how you’re playing your holiday music as it about what you’re playing. By pairing demographic preferences with a phased microseason rollout, you build an environment that respects customers, supports staff, and turns seasonal traffic into measurable sales.
We know music isn’t a one-size-fits-all solution, so don’t let your space sound like everywhere else this season. Get in touch and let’s curate your Q4 experience together.
03. Is your music ready for Q4?
With the huge leadup to Christmas, don’t forget about the days that follow! Our New Year’s Eve Party programming last year held a huge success rate:
Top Tracks
Espresso
%
Hit Rate
Feel Good, Inc
%
Hit Rate
Gimme! Gimme! Gimme! (A Man After Midnight)
%
Hit Rate
Let's Groove
%
Hit Rate
Get Lucky [Radio Edit]
%
Hit Rate
Heritage months, celebrations, and holidays differ from region to region. But whether you’re commemorating local traditions or international moments, we can curate the sonic identity your brand needs to show up and celebrate!
Let us curate your Q4 soundtrack.
Reach out to your Music Supervisor to integrate these events into your custom sound, or check out our existing catalogue of solutions.
Holiday Highlights from 2025
Beyond the usual classics, here are a few standout tracks from last year’s programming:
Wonderful Christmastime
Blessing Offor – Wonderful Christmastime
Pop meets R&B in Blessing Offor’s upbeat spin on the Paul McCartney classic. Spanning demographic appeal (ages 13-64+), this recognisable hit instantly drives festive energy in fashion retail and Quick Service Restaurants.
Dean & Britta, Sonic Boom – You’re All I Want For Christmas
The ultimate bridge between fresh and classic, this track is both warm and nostalgic, creating an inviting atmosphere for retail and hospitality spaces.
You’re All I Want For Christmas
The Gift That Keeps Giving
Super Furry Animals – The Gift That Keeps Giving
Ease shoppers into the season without inducing holiday fatigue. Dreamy yet distinctive, this Super Furry Animals track brings quiet sophistication to high-fashion retail and boutique hotels.
Charlotte Adigéry, Bolis Pupul – HOHO
A playful, style-forward remix of their existing song HAHA. Since 52% of consumers report preferring a mix of traditional and contemporary holiday music, this track delivers familiar festive vibes with a modern edge.
HOHO
Let’s start building your 2026 Holiday Experience. Whether you need early-season subtlety or high-energy, peak season hits, we design custom soundscapes that match your brand identity and elevate the customer experience.
Ready to reignite interest in your custom music?
Get in touch and we’ll connect you with one of our music experts.
Daniele Lama
Rachel Jaques
Shiv Sharma
Yas Nahas
Leo Orr
Ida Alexander
Inie Banigo
Harrie Hastings Williams
Rachel Newport
Wendy Hereijgers
Molly Chen
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