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Boston Back To School Shopping To Top $664.6M in 2023

Jul 15, 2023 10:53:27 AM / by Larry Julius

“Back-to-class shopping is one of the most important consumer shopping occasions of the year," says Matthew Shay, President and CEO of the National Retail Federation (NRF).  "Our research for 2023 shows American consumers are eager to jumpstart their back-to-school and college purchases early."

Based on per capita spending estimates from the NRF, Boston area parents are expected to spend a record $664,652,072 to prepare more than 677,200 children returning to grades K-12. These expenditures will exceed 2022 back-to-school sales by 12.5%

Expenditures to equip K-12 students in the Boston area will be on:

  • Clothing: $234.4 million
  • Shoes: $192.2 million
  • Supplies: $124.9 million
  • Electronics: $104.1 million

In addition to expenditures for K-12,  $ 1.5 billion is expected to be spent in the Boston area to prepare college students for their return to campus. This is 27% more than was spent last year. Another record.

The biggest spending categories to equip Boston area college students in 2023 will include:

  • Electronics: $371.6 million
  • Dorm/Apartment Furniture: $209.8 million
  • Clothing: $200.2 million
  • Food Items: $166.5 million

In order to capture the largest portion of this record back-to-class cash, Boston small business owners will need to fight to keep these dollars local. According to the NRF, a painful majority of shoppers plan to buy online and in department stores.  While only 13-15% of consumers plan to buy locally.

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Topics best way to advertise, reach, advertising reach, roi, consumer spending, reach & frequency, back-to-school, education, retail spending, ad spending, advertising roi

Advertising In Boston: Why Radio Is Still The Best Option

Jun 22, 2023 1:04:15 PM / by Larry Julius

Local businesses have been marketing their goods and services on Boston radio since December 1921. That's when WBZ became the area's first radio station broadcasting live from the Easter States Exposition in Springfield. Who could have guessed that 102 years later, advertising on Boston radio would still be the best advertising option for all types of retailers and business owners.

Every week, according to Nielsen, Boston radio reaches 3,333,841 adult consumers. This reach is significantly higher than all other advertising options including local TV, cable, social media, streaming video, online audio, and newspapers.

Reach, according to Nielsen, is the audience metric most responsible for driving the success of an advertising campaign. Only the message itself carries more sway.

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Topics best way to advertise, reach, radio advertising, advertising reach, small business owner, small business marketing, small business advertising, streaming audio, reach & frequency, radio listening, share of ear, advertising options, audio streaming

Lessons A Boston Business Can Learn From World's Biggest Advertiser

May 12, 2023 9:55:28 AM / by Larry Julius

There are 205,625 small businesses in the Boston-Cambridge-Newton, MA-NH Metro Area, according to the U.S. Census Bureau. Almost every one of these businesses is competing for a portion of the $103 billion of local retail spending expected to occur in 2023.*

To capture the largest share of this giant pool of consumer cash, Boston small business owners will need to consider advertising.

"Think you have a great product?" asks the U.S. Small Business Administration. "Unfortunately, no one's going to know about it unless you advertise. Advertising, if done correctly, can do wonders for your sales., and you know what that means: more revenue and more success for your company."

One of the best ways to advertise in Boston may be on local radio, a fact not lost on the world's largest advertiser, Proctor & Gamble. Last year, P&G upped spending on the radio by 43% to $235 million, according to Vivvix (formerly Kantar Media), led by a big jump in local radio.

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Topics best way to advertise, reach, radio advertising, advertising reach, how to advertise, advertise on radio, reach & frequency, radio commercials, advertise on boston radio, who listens to radio, AM/FM Radio

Advertising In Boston: Mother's Day Spending Will Set Record

Apr 28, 2023 5:59:59 PM / by Larry Julius

Mother's Day is On May 14th this year. According to per capita data from The National Retail Federation, 3.4 million adult consumers in the Boston area plan to celebrate the occasion.

Between now and that special Sunday in May, the NRF expects a record $703.2 million to be spent in Boston to honor all the different moms in consumers' lives. Of those celebrating Mother’s Day, most (57%) are purchasing gifts for a mother or stepmother, followed by a wife (23%) or daughter (12%).

Comparatively speaking, Boston area consumers will spend 12.6% more to celebrate Monther's Day this year than they did in 2022, which was also a record year.

“Mother’s Day provides Americans with an opportunity to honor important women in their lives,” NRF President and CEO Matthew Shay said. “As people make plans to celebrate this year, retailers are prepared to help shoppers find gifts of appreciation and admiration for those they want to recognize on this special day.”

Almost half of all Mother's Day spending in the Boston area will fall into three categories:

  1. Jewelry: $17,287,880
  2. Special Outing: $12,411,812
  3. Electronics: $8,865,580

The other half of Mother's Day spending includes purchases of gift cards, clothing, flowers, personal services, housewares, books, and greeting cards.

The challenge for Boston area retailers, however, is keeping a significant share of these Mother's Day dollars in local cash registers and out of the coffers of online sellers and department stores. Right now, according to the NRF, those two retail channels will gobble up almost 68% of all spending.

To earn a larger share of Mother's Day spending, local small business owners will need to advertise to convince Boston consumers of the benefits of buying from local companies.  By almost every marketing metric, the best way to advertise is on Boston radio.

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Topics retail, best way to advertise, advertising reach, roi, holiday shopping, mothers, return on investment, mother's day, retail sales, retailer, retail store, holiday advertising, retail spending, advertising roi

Advertise In Boston: Retail Sales To Exceed $101.1 Billion in 2023

Apr 10, 2023 2:52:58 PM / by Larry Julius

Despite high-interest rates, inflation, and recession fears, Boston area consumers are expected to spend between $101.1 and $103.0 billion dollars at retail in 2023, according to recent per capita forecasts based on a survey by the National Retail Federation. This will be a 4-6% increase over 2022.

“In just the last three years, the retail industry has experienced growth that would normally take almost a decade by pre-pandemic standards,” NRF President and CEO Matthew Shay said. “While we expect growth to moderate in the year ahead, it will remain positive as retail sales stabilize to more historical levels."

The challenge for Boston area retailers, however, is keeping a significant share of these dollars in local cash registers. According to the NRF, the amount of money spent online and non-store options will increase by 10-12%. This is nearly twice the growth rate of all 2023 retail dollars and translates to more than a $10,1 billion dollar outflow.

To keep the expected deluge of new retail dollars local, area small business owners will need to advertise to convince Boston consumers of all the benefits of buying from local companies.  By almost every marketing metric, the best way to advertise is on Boston radio.

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Topics retail, best way to advertise, reach, advertising reach, roi, return on investment, reach & frequency, retail sales, retailer, retail store, retail spending, advertising roi

In-Car Listening Drives Boston Radio To The Top

Mar 13, 2023 4:15:21 PM / by Larry Julius

Boston radio reaches more local consumers each week than any other advertising medium.

According to Nielsen, 3,333,841 adults tune in to their favorite AM/FM stations every week.  This is significantly more consumers than are reached by Boston TV, cable, streaming video, streaming audio, social media, or newspapers.

AM/FM radio's dominance among local consumers is driven, in large part, by the 3.3 million Boston area adults who take to the road in their car or truck every week, according to Neilsen.

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Topics best way to advertise, reach, advertising reach, in-car audio, share of ear, streaming media, car radio, AM/FM Radio, audio streaming

Best Way To Advertise In Boston: Furniture & Mattresses

Feb 22, 2023 1:48:54 PM / by Larry Julius

Over the next 12 months, according to Nielsen, 601,160 Boston area households plan to buy furniture and mattresses. Based on a per capita forecast from Furniture Today, these expenditures will total $1.98 billion during 2023, a $36.2 million dollar increase over 2022.

Although the forecast growth of furniture and bedding sales is expected to moderate a bit versus 2021, what retailer would not want to grab a share of the multi-million dollar category growth this year?

To capture a bigger share of the increased spending on chairs, couches, beds, tables, and mattresses will require local stores to invest in marketing. And according to most key metrics, the best way to reach local furniture buyers is with advertising on Boston radio.

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Topics retail, radio advertising, advertising reach, roi, return on investment, furniture, mattresses, reach & frequency, retail sales, retailer, retail store, retail spending, advertising roi

Valentine's Spending In Boston Expected To Grow 8.4% in 2023

Jan 25, 2023 3:32:02 PM / by Larry Julius

Boston business owners should brace for a sweet Valentine's Day in 2023.

Based on per capita spending forecasts from the National Retail Federation (NRF), Boston area consumers are expected to spend $407.6 million on their Valentines this year, 8.4% more than they did in 2022.

Overall, says the NRF, 52% of consumers plan to celebrate Valentine's day this year. On average, each celebrant will spend $192.80 on holiday gifts and outings. This is $17 more than last year.  Here is the most interesting part, though.

"While spending on significant others and family members is in line with last year, many consumers are looking to show appreciation for the other meaningful relationships in their lives," says the NRF. "Of the $17 increase in per-person spending, $14 comes from gifts for pets, friends, and co-workers, along with classmates or teachers."

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Topics retail, reach, radio advertising, advertising reach, roi, valentine's day, return on investment, reach & frequency, retail sales, retailer, retail store, retail spending, advertising roi

Surprise? Boston Radio Is Still #1 Way To Reach Local Consumers

Nov 29, 2022 4:38:22 PM / by Larry Julius

Boston area business owners have an abundance of options for marketing their goods and services to local consumers.    New research from Nielsen, however, indicates that advertising on Boston radio is still the best way to reach local shoppers.

Every week, according to Nielsen, Boston radio reaches 3.3 million adult consumers.    This is significantly more than are reached by social media, local TV stations and cable systems, newspapers, streaming video and audio, and podcasts.

In addition to listening to their favorite Boston radio stations over the air, Nielsen reports that 931,966 adults also listen to local stations online every month.

As a matter of fact, according to a study conducted by Edison Research during the third quarter of 2022, among Adults 25-54, 17% of all time spent listening to local AM/FM stations occurs online.    This share of online listening has nearly doubled since 2016.

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Topics boston radio, reach, advertising reach, roi, advertise in boston, return on investment, reach & frequency, advertise on boston radio, advertising roi

Holiday Spending In Boston Will Top $14.9 Billion In 2022

Nov 10, 2022 1:29:06 PM / by Larry Julius

Economic concerns among Boston area consumers are not expected to subdue holiday shopping in in 2022.  Based on forecasts from The National Retail Federation, local shoppers are projected to spend at least $14.9 billion this year. This would be 6% more than was spent in 2021.

“While consumers are feeling the pressure of inflation and higher prices, and while there is continued stratification with consumer spending and behavior among households at different income levels, consumers remain resilient and continue to engage in commerce,” NRF President and CEO Matthew Shay said. “In the face of these challenges, many households will supplement spending with savings and credit to provide a cushion and result in a positive holiday season.”

The biggest challenge facing Boston business owners is keeping holiday spending local. NRF expects 10-12% of purchases to happen online from retailers like Amazon and Walmart.

To lay claim to this expanding pool of holiday spending,  and keep business local, small business owners will need advertising. By, most marketing metrics, the best way to advertise is on Boston radio.

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Topics radio advertising, advertising reach, consumer spending, holiday shopping, return on investment, advertise on boston radio, holiday advertising, christmas, advertising roi

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