This year’s late Thanksgiving means one fewer week in the prime shopping period between Black Friday and Christmas. That has retailers attempting to lengthen the holiday season, luring shoppers into their stores earlier for what some have dubbed “Black November.” There’s evidence of that phenomenon in the latest spot count tally from Media Monitors, which shows two department stores among radio’s top 10 national advertisers.
For the week of Nov. 4-10, Macy’s rockets up to No. 7, from No. 19 the week before. The retailer hasn’t ranked this high since the week heading into Labor Day—the grand finale for school shopping—when it was No. 6. Story at Macy’s, the department store’s narrative-driven concept store, is introducing Home for the Holidays at all 36 locations, according to a story in MediaPost. Special events include a partnership with Kellogg that lets customers decorate their own Rice Krispies Treats, along with workshops, such as a Thanksgiving tablescaping, ornament making and pop-up card-creating seminars to benefit Make-A-Wish Foundation.
JC Penney is counting on the airwaves to keep it top of mind during the upcoming shopping trifecta of Thanksgiving, Black Friday and Cyber Monday. The department store rises 15-9, according to Media Monitors, which tracks national radio advertising in 85 markets. And Kohl’s is No. 40, advertising all the new ways shoppers can save money using its popular Kohl’s Cash program. They’re joined by Old Navy at No. 67.
“All big retailers are aware that primetime shopping will be shorter this year and are all trying to find ways to lengthen the holiday season,” Costa Lasiy, Senior Analyst at Adobe, told AdExchanger. Those include introducing holiday promotions earlier in November.
Jewelers, too, are advertising their wares for the peak shopping season. Diamonds Direct is No. 13, Shane Co. is No. 35 and Genesis Diamonds is No. 98.
Of course there’s no place like home for the holidays, and Home Centers & Hardware Stores are stocked with decorations (and snow shovels) for sprucing up the home. In fact The Home Depot lunges from No. 12 to No. 1 with 43,514 detections at AM/FM radio. Competitor Lowe’s is No. 6 with 34,613, Menard’s is No. 57 and Home Furnishings retailer IKEA is No. 78.
Meanwhile, the latest spot count tally puts TV on the radio as tech behemoth Apple uses the airwaves to promote its fledgling Apple TV+ service, new to the list at No. 15. ABC and Fox continue to promote their fall TV seasons on radio. ABC is No. 36 and Fox is No. 71.
For Nov. 4-10, 2019, the top 10 on Media Monitors’ tally are: The Home Depot at 1, iHeartRadio at 2, State Farm at 3, GEICO at 4, Vicks at 5, Lowe’s at 6, Macy’s at 7, Indeed at 8, JC Penney at 9 and eBay at 10.