Does Christmas Music Affect the Way We Shop?
By Molly Weinfurter
Every year, Christmas music seems come sooner and sooner, often much earlier than people would like. But what is the reasoning for it? Sure, it sounds as if it would be good profit, but then again, is it really beneficial to be playing Christmas music before listeners are even ready to hear it? According to incomics.com, in 2014 there were radio stations there were already playing Christmas songs on October 24th. It is only a matter of time before it becomes even earlier.
But how does this early Christmas music affect us as consumers? Christmas is definitely a time of year when people spend the most, so it would be assumed that customers may be influenced to buy more simply by listening to Christmas music in a store. However, a study about early Christmas music in stores on psychologytoday.com states “Compared to those listening to pop songs, consumers who heard Christmas music provided lower evaluations of the store on every dimension, including their overall impression of the store”. It may not seem like the music playing while a person is shopping can ultimately affect their shopping experience, but clearly subtle items such as early Christmas music truly can impact people as well as cause their demand for those specific stores to decrease.
However, playing Christmas music is not necessarily always a bad thing. Despite the time of year, this type of music tends to give a cheerful vibe to listeners whether they realize it or not. Psychology Today states that “Using these data to suggest that Christmas music causes greater spending is like saying that increased ice cream consumption in the summer is the reason more people wear shorts”. But even so, there will always be certain individuals that despise Christmas music, whether it is early or not. So yes, Christmas music could cause sales to increase for select customers, but starting it too early will always cause other individuals to turn away in disgust. And the sad thing is that most Americans do not even listen to Christmas music. According to the chart below from Pandora, less than 20% of each state’s population is listening to Christmas music, which really does not seem like a huge amount at all. While stores could use a substitute such as playing a mix of Christmas and pop music, they tend to either go all out Christmas or none at all. Therefore, while Christmas music may seem very cheery, stores really need to consider the effects that it can really have on all of those people who really do not get into the Christmas spirit, especially when it is played way too early.
Barnes, Tom. “Statistics Prove That Utah Officially Loves Christmas Music Much More
Than Anyone Else” Music.Mic N.p. N.d. 09 Dec. 2016.
Macdonald, Claire. "The Economics of Christmas Songs: When to Start Playing Jingle
Bell Rock?" The Economics of Christmas Songs: When to Start Playing Jingle
Bell Rock? N.p., 2014. Web. 09 Dec. 2016.
PsychToday. "Does Christmas Music Make Us Buy Less?" Psychology Today. N.p., n.d.
Web. 09 Dec. 2016.
There is a lot of stigma about when it is time to get ready for Christmas. The general consensus is that it’s not time to think about Christmas until after Thanksgiving. Due to this, stores who play Christmas music are gambling. There’s a chance that, if played too early, they’ll turn customers away. I know this has affected me. I walked into a store before thanksgiving that was playing Christmas music and I almost turned and left, it drove me crazy to shop while listening to Christmas Music in the middle of November. Every year Christmas preparations seem to start earlier and earlier, as we live in an age of consumerism. It’s all about buying things- presents, decorations, food, anything festive. Stores know this and want to get everything they can out of the season of spending. However, it appears to be starting to have the opposite effect, as shown by the psychology of playing Christmas music that you mentioned.
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ReplyDeleteI'm one of those people that really doesn't like listening to Christmas music, no matter what time of year it is, and it definitely is true that I tend to not like it when stores play it earlier than December. I don't really know if it makes me get a bad impression of the store, but it does make me want to get out of the store with my purchased items faster. The repetition of the same 10 songs on every radio station gets old fast. The thought that Christmas music affects how people shop is an interesting one.
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ReplyDeleteI am very surprised that christmas music playing in stores makes customers rate the store lower in every aspect. Personally, I love christmas music and even if it does start a little early, it still puts me in a good mood. However, I can see how people could get annoyed with christmas music if they had been shopping for a while and they heard all of the same christmas songs on repeat. Maybe people just don’t like christmas music in general, but I feel as though the song playing in the background of the store shouldn’t make or break a sale. Perhaps if a customer hears music from outside the store and they don’t want to go in I could see it, but otherwise I would never suspect that something as simple as background music could affect consumers so greater, so that was very interesting to read about!
ReplyDeleteI think there is some correlation between Christmas music and tendencies to spend more. Like Molly said, Christmas is around the time of year where people spend the most money and is a big time period for most businesses. If you're a business during this time you want to find ways to maximize your profit through an means possible including, sales, extended hours, and maybe even music selection in store. While it may be hard to prove that Christmas music leads to more consumer spending, it is easier to prove that the music is intended to put people in a good mood, and maybe while they feel good shopping they are more inclined to spend.
ReplyDeletePersonally, I love listening to Christmas music; it makes me get excited about the holidays. However, my personal rule is that I cannot listen to it until after Thanksgiving. I fully believe that retail and other advertisers are trying to push and push Christmas early because then they know that their most profitable time of year will be close. Of course, businesses want to make money, and if they think that getting people in the Christmas spirit will have an influence on people coming to their stores and shopping, then they will support playing holiday music earlier. Since I am not a person who enjoys listening to Christmas music until after Thanksgiving, I do not enjoy walking into stores in mid-November and hearing Christmas music in every store (and Santa already in the hall). Even when I was in China over Thanksgiving break, every Starbucks or mall was playing English Christmas music (even though almost no one knew what they songs were about). Worldwide, there must be an idea that pushing Christmas will increase profit from shoppers. It really all just depends on personal opinion of Christmas music if it has an impact on shopping or not. I'm sure retailers love when they can start playing holiday hits because that means their most profitable part of the year is right around the corner.
ReplyDeleteI found it really interesting that by playing Christmas music too early, it averts customers and causes them to actually buy less. I completely agree though. I work at Francesca's at Brookfield Square and our store has been playing Christmas music since Halloween and it makes me a bit sick of Christmas, even though it's only December 15th. I definitely agree that stores should play either half Christmas music, half pop, or 75% Christmas and the rest pop. Either way, it should not be 100% Christmas music for a whole month. It is hard to appeal to all customers though because there will always be some that love Christmas and there will always be others that find it a burden. Overall, workers need to push past the excessive Christmas music and work on selling their products.
ReplyDeletePersonally, I don’t like when Christmas music is played before Thanksgiving. I think we should appreciate the other holidays before Christmas. I do say music affects me greatly when I’m shopping, but I wouldn’t say so much as to defer me from shopping at a store. For people who love Christmas music, playing it at a store could bring a better mood, which might increase spending, and have them leaving the store a happier customer. But Christmas music is inevitable around this time of year and for those who just plain don’t like Christmas music, they are just going to have to deal with it while shopping.
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ReplyDeleteWhile I find it weird that the people don't like the Christmas music I completely understand that the people don't want to go to stores with the Christmas playing in like November that's just kind of weird. I personally think Christmas music is the best thing in the world but not everybody is a Christmas music loving fanatic like me. Also I rarely shop in a regular store if I buy something it’s usually online these days so I wouldn't be affected by the Christmas Music being played way early while I am shopping for a gift of sorts doesn't really effect me and I'm sure there are lots of people that do more online shopping than in the store shopping these days as online shipping is a gift and a nightmare (Amazon shipping).
ReplyDeleteI've never thought Christmas music had much effect on consumers, and I'm surprised to find out it typically is found to lower demand rather than increase it. Seeing as the holiday season has become a rather large American trend. Either way though, I don't think whether or not a store plays Christmas music will affect how consumers shop very much during the holiday season. Due to the trend of gift giving during this season, consumers will most likely have a high demand no matter what, even if they do hate the music they're listening to.
ReplyDeleteI feel like it could make sense that if consumers are listening to Christmas music in the store while they are shopping they might be more likely to buy gifts for others because they might remember it's something they have to do. However, that's not the case for me and I personally don't like when stores and radio stations play Christmas music before Thanksgiving because Thanksgiving is a holiday itself and shouldn't be looked over because Christmas is coming up in the next month. I also found the map very interesting and surprising because I thought that more people listened to Christmas music than that.
ReplyDeleteIt makes sense that there would be less sales when a store plays Christmas music when it is put together with the data that a lot of people don't listen to it. Many stores have substitutes so that a consumer can get the same thing at a store that creates a more enjoyable environment for them. One of the biggest substitutes is buying online so it would be interesting to compare the online shopping percentages for stores that play Christmas music.
ReplyDeleteI thought this was a very interesting topic and am surprised that by playing Christmas music it actually turns away the customer from the store. I do think that playing Christmas music before Thanksgiving is jumping the gun, but I feel that if it is any time in December then it is fair game. Especially since stores assume that the music will influence shoppers to buy their needs and gifts for others when the music gets them in the holiday spirit. I can understand how some might not like Christmas music, but I would have never imagined it would go as far as them not going to that particular store or missing out on a sale because of it. Even if it is not preferred by some people, the demand for shopping during the holidays is higher and stores will more likely than not continue to play Christmas music in the background.
ReplyDeleteI've never really considered how early Christmas music could effect how people shop. But, now that you bring it up, I realize that I have been one to question why a company was playing this in October. I think it's crazy, though, that sales can be effected by just the sounds that people hear; especially when they make this decision usually unconsciously. I also find it very interesting that depending on the time of year, Christmas music can influence sales. If it is further away from the holidays, consumers are more likely to be confused and irritated. However, if it is near the holidays, people are "in the Christmas spirit" and feel the need to buy more for their loved ones.
ReplyDeleteThough I am not all for early Christmas music, it is a solid marketing strategy. It get the buyers to start thinking about Christmas and gives off a sense of urgency to buy it. I mean why not try to extend the likely most profitable time of year as long as possible.
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ReplyDeleteChristmas music isn't a genre of music I like but I wouldn't go out of my way to avoid a store that played it. Eventually it does get annoying for almost everyone but the reason stores play it early is so you are thinking about Christmas and the things you need to buy. Most people are probably buying gifts in early December so they want to make sure that Christmas music has been playing in their store a while. During the holiday season stores are trying to capitalize on extreme demand and they still might see Christmas music as a way to do that but in turn it could be hurting them.
ReplyDeleteAs someone who generally hates Christmas music and only hears complaining when s a teacher turns on some Christmas music, it wasn't that surprising to me that Christmas music makes people shop more. For instance when ever my mom hears the first Christmas song of the year she goes into a Frenzy, thinking about what to get everyone, when is the next sale going to happen at target or best buy. SO I completely understand on both sides.
ReplyDeleteI never knew that in 2014 Christmas music started playing in October. I tend to start listening to music after Thanksgiving. I was surprised that if a store is playing Christmas music, it turns down customers. Another thing that surprised me was the percentage of holiday music being listened to. Even though it’s Pandora’s listeners I still would have thought that more people listen to Christmas music. I personally don’t mind listening to it when shopping or decorating the house for Christmas.
ReplyDeleteThis was an interesting topic to write about, read someone perspective on it. Personally, I would have never thought that Christmas music starts being played late October. I have nothing against Christmas music, but when it starts a month even before Thanksgiving, that is a little much. Which makes sense why Christmas music would drive people out of the store. If it is already being played by the end of October and all throughout November and December customers aren't going to want to be around it all day. While it may have it's negative effects, it was interesting to read that it influences shoppers to buy gifts for someone and while doing that it gets them into the Christmas Spirit. For some people Christmas music may drive someone out of the store and miss out on sales, but is that really worth it. There is an opportunity cost to be made. Leaving a store because they have Christmas music and missing out on the deal or sticking it out and getting the deal. For some people this negatively affect their Christmas spirit for other people, it does the opposite for me.
ReplyDeleteI agree: it bothers me when radio stations or stores play Christmas music before Thanksgiving. Like this year, for example, I heard Christmas music on the radio before Halloween! That’s too early. So it makes sense that consumers get disgusted with hearing Christmas music before Thanksgiving. I did find it interesting though that when Christmas does finally come around the corner, the percentage of people who listen to Christmas music by state is very low. Especially in a state like New York (10%) where the biggest Christmas festivities are. I understand that stores want to get people into the Christmas spirit, but starting to play music, even before Halloween is too much. In ways though, I understand when people say they don’t listen to Christmas music until about a week before Christmas because they’ll hear the same songs over and over, but coming from a person who loves Christmas, you only get to hear it in one little portion of the year. It’s not like Imagine Dragons where you can listen to them all year round. I listen to as much Christmas music that I can because once Christmas is past, then it’s back to pop music. And I think that’s why department stores play music before Thanksgiving is so people can enjoy the music while it lasts because once Christmas is done, so is the music (until the next year of course). So I understand the dilemma of department stores on when to play Christmas music, but try to enjoy it while it lasts.
ReplyDeleteI agree with this paper, mainly because, as much as I adore Christmas music, I can't stand it before thanksgiving. I enjoy Christmas a lot, and it's often a running joke that right after Halloween it becomes Christmas, but when stores, malls, and other outlets use Christmas music, it deters me from shopping there. So, although I like Christmas music, I wouldn't enjoy shopping places that jump the gun too early. I do, however, actually feel drawn to stores that play it at the right time. Christmas music is special in the right time, and thus makes me enjoy the experience even more.
ReplyDeleteWho would've thought something as small as Christmas music could impact the economy? But I do agree that if I go shopping and hear Christmas music in the store before Thanksgiving I tend to buy less because I don't want to listen to it. However, around the holiday season the opposite seems to occur. Consumers are more likely to buy gifts when there is cheerful music playing getting them in the spirit and increasing their demand. I wonder what would happen if the regular non holiday playlist played in stores around the holiday season. Would there be a significant drop in sales? I doubt it because people still need to buy gifts and decorations. So in some cases I agree that music has an impact, but specifically around the holiday season I think sales will increase no matter what is playing.
ReplyDeleteI don't think that Christmas music would make shoppers go away from stores if it is played in September or October. However I do think that when people hear Christmas music they think Christmas must be coming up really soon. So I do agree that Christmas Music being played too early will make shoppers come to that store right away but if no Christmas stuff is there then that is why I think they are turned away not from the music but from the lack of Christmas items going with the music.
ReplyDeleteI didn't even know that Christmas music could affect the consumers. And yes there are some people out there who's not into Christmas music or just Christmas in general but when I heard that some stores would get compliments of how it's nice that they play Christmas music and some of those comments comes from the consumers that are not into Christmas music. But overall Christmas music can affect people and I agree.
ReplyDeleteI don't think that Christmas music would make shoppers go away from stores if it is played in September or October. However I do think that when people hear Christmas music they think Christmas must be coming up really soon. So I do agree that Christmas Music being played too early will make shoppers come to that store right away but if no Christmas stuff is there then that is why I think they are turned away not from the music but from the lack of Christmas items going with the music.
ReplyDeleteOverall this was a really good piece and an interesting topic relating to economics. I would think that starting to play Christmas earlier would get people in the holiday spirit causing people to start shopping earlier. However it seems as though it is quite the contrary, which surprises me, Christmas music apparently lowers the demand. Also the map was very interesting to see how Christmas music has an effect all over the country.
ReplyDeleteI would have to disagree. I feel that when people are shown Christmas music, or start listening, they begin to get more into the Christmas spirit, which causes a high demand of starting Christmas shopping earlier. Also by comparing the Pandora station to the full population, that is not a strong correlation because not everyone listens to Pandora. I do agree that they start playing Christmas music a little too early, but there’s a reason radio stations do this, as they realize some people are in high demand of listening to Christmas music as early as possible. Christmas music overall does affect consumers, but rather than consumers not wanting to buy or shop as much, they DO want to shop more and be involved more in the Christmas experience of shopping for others.
ReplyDeleteThis was a very unique topic to research. I was very surprised that playing Christmas music turns consumers away from certain stores. You would think by power of association consumers would be more likely to make large purchases. However, it may be that the Christmas music reminds them of the impending holiday season, so they want to save up a little longer until there are better deals and more supply available. Or there could be a certain type of store that typically play Christmas music earlier than others, which would make it just a coincidence that they are stores that people don't buy from as often during that time.
ReplyDeleteI completely understand why Christmas music isn't as popular some might think. It's repetitive. Anyways, I really like that your topic was different and how it relates directly to shopping, something we can all relate to. I don't no anyone who isn't tired of Christmas music by the end of the holiday season.
ReplyDeleteWhile reading this, I sort of got confused because I couldn't tell if music increased or decreased shoppers spending. Personally, I will only buy as much as I can afford, and music doesn't affect my choices. Maybe subconsciously it does, but when I'm shopping in summer or a different season where there is no Christmas music, I still buy the same amount as I do when there is Christmas music. Maybe I'm not aware, but as far as spending goes, I spend the same. I like Christmas music at all times, but not as early as Halloween. After Thanksgiving I think it's a good time to start playing it. I don't mind it because it puts me in a good mood and gets me hyped for Christmas.
ReplyDeleteI thought this was a very interesting top to pick with very good opinions involved. I'm really glad that you brought this to my attention, you'd never really think of it until you said something about it. Christmas always gets you into the holiday spirit and gets you excited and wanting more and more stuff, its the spending month! With Christmas music you feel more cheerful and forget about the fact that you are spending so much and just looking forward to all the family Christmas parties. I don't agree with some of the quotes saying that it doesn't do anything, but just try and imagine if you were Christmas shopping without Christmas music, it wouldn't be the same.
ReplyDeleteOver the years, there have been numerous studies to show how playing different types of background music can influence shopping behavior. Everything from music volume to tempo can all play a part in how consumers spend money and behave in shops. Slow music can often cause shoppers to move slower around your shop, encouraging them to take their time shopping and buy more. The stores are always encouraging customer into shop more by playing musics, or they have distinct smells in the stores which also attracts customers to shop more and more.Festive jingles are force-fed to Christmas shoppers in a bid to change their mood, influence their sense of time and what sort of products they buy. In other words, this is an attempt to manipulate your shopping habits in a way that you might barely be aware of.
ReplyDeleteMusic, for me especially, greatly affects the mood of people. For me when listening to the happy, upbeat tempo of Christmas music gives me a happier mind of thinking. With a more positive thinking it causes me to make more vigorous purchases instead of saying "no". This is not just true for me as the data you presented proves it. Either way I am extremely excited for Christmas and will make purchases no matter what, with or without the music.
ReplyDeleteI think Christmas music certainly helps sales in terms of the general population by putting them in a 'Christmas mood' and therefore increasing sales. However, for me in particular, I feel repulsed by Christmas music playing too early (before December starts). In that case, I would be less likely to shop somewhere where Christmas music is playing.
ReplyDeleteI agree I think music definitely affects the way I shop. The mood Christmas music gets me in makes me more likely to purchase things. This piece really opened my eyes to the way marketers use things like music.
ReplyDeleteI disagree, you brought up some good points, however I don't think music played during the holidays affects the way I shop. Although I can see how it would get people in the mood to want to participate in the Christmas spirit and buy more things in the spirit of giving. Finally, it's interesting that marketers have boiled the market down so much that they know how to specifically get people to buy just a single additional product.
ReplyDeleteI agree that music can definitely affect your mood, but I don't think that music affects the way I shop. Whenever I shop I usually go to buy specific items and I get those items and don't usually get other items that I don't need. Sure I may be more in a Christmas mood while shopping, but it doesn't change the way I shop.
ReplyDeleteBy stores playing Christmas music in late November and December will send subliminal music in the consumers heads. This will then make them think of both presents and the store when hearing the same songs. This is a excellence strategy taking advantage of those who are on the hunt for presents. Overall this will get people in the giving Christmas mood affecting the way people shop.
ReplyDeleteI agree that music is an impactful means of persuasion. Its tone and genre helps me understand the intentions behind ones use of the music. A cheerful tune can make somebody happy while a sad tune gets them down, but a person with a strong emotional check can control these emotions and not let them influence an impulse purchase. So I would have to disagree when someone says that the music is influential in ones purchases.
ReplyDeleteI wonder if these effects could be shown with other holidays, like if love songs around Valentine's Day would make people buy more or less in stores. I would guess that it would have a similar effect, causing people to be less happy with their shopping experience, since most people don't like to be reminded that they don't have a significant other.
ReplyDeleteI agree that music is a great use of persuasion but it has its limits. For example, Christmas music great. It gives off this great feeling that can cheer people up. But, stores need to realize that there is a time when it is too early. If I went into a store in November and heard Christmas music playing I would be annoyed and asking myself its not even December why are they playing this? So, if stores play Christmas music at the right times I can see it being really beneficial to business but if they play it too early it could upset customers and affect their buying habits.
ReplyDeleteWhile Christmas music is a popular thing to listen to during the holidays, I think the biggest issue is that it starts playing too early-- not even whether or not people enjoy listening to it. On the radio, it is played even before Thanksgiving and it also is played fairly early in the store. Personally, if music is played too early in a store, I get kind of annoyed and might not want to buy products from that store. As a result, they might lose sales. This might be able to be said for hundreds of people other places, so stores might not know the sales they are losing.
ReplyDeleteI found this post very interesting as were are currently rapidly apporaching the christmas season and for this year in specific, there was a large abunadance of early christmas music. This caused me to think about why they were playing this christmas music, so early. After reading this article I now know how it affects consumers before and throughout the christmas season.
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