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Back To School Shopping: Boston Businesses Expect Record Sales

Jul 29, 2021 11:22:54 AM / by Larry Julius

There are 677,200 school-aged children in the Boston area.  Based on forecasts from the National Retail Federation (NRF), local parents are expected to spend a record $588.2 million to prepare these kids to return to the classroom this fall. 

Overall, the NRF expects back-to-school shoppers to spend almost 10% more in 2021 than they did last year.

“The pandemic forced parents and their school-aged children to quickly adapt to virtual learning, and they did it with an incredible amount of resolve and flexibility,” NRF President and CEO Matthew Shay said. “We enter the new school year with plans to return to the classroom and retailers are prepared to help Americans find and purchase whatever they need to make this transition as seamless as possible.”

According to the NRF, more than 51% of parents have already started buying for their K-12 students.  But, for Boston business owners there is still time to benefit.

The NRF reports that nearly 76% of K-12 shoppers are still waiting on lists of school supplies needed. On average, consumers have only completed 18% of the shopping.

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Topics retail, best way to advertise, radio advertising, market to parents, parents, children, retail sales, retailer, retail store, back-to-school, millennial parents, retail spending

How Boston Small Business Owners Can Boost 2020 Holiday Sales

Sep 25, 2020 8:11:27 AM / by Larry Julius

Boston area shoppers are expected to spend over $18.1 billion during this year's November-January holiday season. This estimate is based on a forecast issued last week by Deloitte, the world's largest business accounting firm.  This spending represents a 1-1.5% increase  versus the same period last year.

How can Boston small business owners best compete for a significant share of the 2020 holiday expenditures?

"Retailers who prioritize customers’ desires for a safe, efficient shopping journey will be the big winners this year," writes Sean Gundz on

"The holiday season is always a stressful time for retailers, especially the ones that make the majority of their revenue in the short window between Thanksgiving and Christmas," says Mr. Gundz. 

"Within this window is Black Friday, which, along with other big holiday sales events, are going to look a lot different this year. Retailers must accommodate COVID-19 mandates that enable social distancing, minimize surface touching, and actually restrict foot traffic in their facilities. All while trying to optimize sales."

Mr. Gundz says there is no single way to deal with the challenges facing retailers this holiday season. He does offer five tips, though, that every Boston retailer can employ.

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Topics retail, small business owner, small business marketing, holiday shopping, small business, small business advertising, market to parents, parents, retail sales, retailer, retail store, millennial parents, holiday advertising, christmas

Boston Retailers Expect Sweet Halloween In 2020

Sep 21, 2020 9:13:50 AM / by Larry Julius

Boston area consumers are expected to spend $134 million on Halloween related activities in 2020, according to information from the National Retail Federation.  This would be a slight 2.3% decrease from 2019. This is proof of the holiday's strong resistance to the pressures of a pandemic economy.

Based on data from the NRF's annual survey conducted by Prosper Insights & Analytics, more than 2.3 million Boston adults plan to participate in Halloween-related activities. Among those celebrants, safe at-home activities ranked highest: 53 percent plan to decorate their homes, 46 percent plan to carve a pumpkin, and 18 percent will dress up their pet.

“Consumers continue to place importance on celebrating our traditional holidays, even if by untraditional standards,” NRF President and CEO Matthew Shay said. “Retailers are prepared to meet the increased demand for seasonal décor, costumes, and other items that allow families the opportunity to observe Halloween safely.”

To earn a large share of Halloween spending in 2020, Boston small business owner will need to advertise to let consumers know their stores are open, stocked, and ready. By any metric, advertising on Boston radio is the best way to reach holiday shoppers.

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Topics small business owner, small business marketing, small business, working mothers, small business advertising, market to parents, parents, children, millennial parents, halloween advertising, holiday advertising

Advertising In Boston: How To Reach Moms

Jan 17, 2020 5:11:54 PM / by Larry Julius

Advertising on Boston radio stations is the best way for small business owners to reach the lucrative mother-market in New England. 

Boston area consumers will spend $110.9 billion over the next 12 months. Forbes magazine reports that its these moms who control 85% of all household purchases. Locally,  there are more than 691,000 mothers with children under the age of 18 at home.

New England small business owners need to pay special attention to these mothers and their wallets. Here's why:

  • 45,956 moms are planning to buy a new house this year
  • 56,942 moms are planning to go back to school this year
  • 72,691 moms will buy a smartphone this year
  • 79,617 moms will hire a plumber this year
  • 80,232 moms are planning to purchase a car this year
  • 81,770 will use a financial planner this year
  • 85,744 moms will buy furniture or mattresses this year
  • 168,261 will use a tax preparation service this year
  • 186,926 moms are planning a major home improvement this year
  • 582,488 moms will buy a restaurant meal this month
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Topics best way to advertise, newspaper advertising, radio advertising, small business owner, online advertising, social media advertising, television advertising, small business, working mothers, digital advertising, advertise to mothers, market to parents

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