That Damn Retail Music May Actually Boost Sales!

As the holiday season approaches, we can expect to hear Mariah Carey blasting from speakers at many MULO (multi-location) businesses. A new study reveals that holiday music does impact spending. In fact, it can boost retail ticket size by as much as 42%!

Mood Media found that:

41% of shoppers feel nostalgic, and 29% feel relaxed when exposed to festive tunes in-store.

42% of shoppers say they spend more time in stores with holiday music, and 44% are more likely to return.

78% believe retailers should curate holiday music playlists specific to their target audience.

Popular holiday music genres include:

• 33% of shoppers prefer alternative music.
• 18% of shoppers prefer classical music
• 15% of shoppers prefer metal rock

We spoke with Barry McPhillips, who leads the content expert team as Head of Creative for Europe at Mood Media. We asked him about the study and the evolution of MULO music.

How has holiday music evolved over the past decade?

“Holiday music has evolved dramatically over the past decade. In our latest holiday music survey, we found that while 39% of shoppers still prefer traditional holiday classics — from Bing Crosby to Mariah Carey — most consumers (52%) now want a mix of traditional and contemporary sounds. This shift has pushed retailers to move beyond one-size-fits-all playlists to more personalized experiences.

The impact runs deeper than expected: 70% of shoppers feel nostalgic and relaxed when hearing holiday music in-store. Festive music has become a strategic tool that creates powerful emotional connections between customers and brands. Today’s technology enables retailers to craft sophisticated playlists that match their audience’s diverse tastes — from alternative (33%) to classical (18%). The results speak for themselves: nearly nine in ten shoppers (86%) say they’re more likely to spend more time in-store and return when they hear holiday music that resonates with them.”

Why did you do the study?

“We conducted this study to understand better how holiday music shapes the modern shopping experience. While retailers have always known music matters during the festive season, we wanted hard data to show exactly how it influences consumer behavior and emotional connections in stores.

These insights help our retail partners craft more effective holiday music strategies that create immersive experiences and bring the holiday spirit to life. The data shows that thoughtful playlist curation can transform a basic shopping trip into a memorable brand experience that keeps customers coming back.”

Anything else you’ve found that can impact spending over the holiday season?

“Music is just one piece of the holiday shopping experience. Our research shows that a carefully curated atmosphere — combining the right music with scent marketing, digital displays and festive décor — creates an environment where shoppers feel relaxed and engaged. And when customers feel comfortable, they tend to spend more time discovering products and making purchase decisions. People feel, before they think before they do and so the holiday season is a great time to be able to change up the atmosphere, affect nostalgia, inject hope and optimism and make shopping a joyful experience.”

What’s the future of retail music?

“The future of retail music is becoming increasingly personalized and data-driven. Today’s technology allows us to adapt playlists in real time based on factors like time of day, store traffic and customer demographics. We can now understand exactly how different types of music influence shopping patterns and adjust our strategies accordingly.

Playing background music is no longer enough. Modern retail spaces need dynamic soundscapes that enhance brand experience and drive customer engagement. Businesses can invest in licensed music for business solutions that deliver better results than regular streaming accounts, with proven benefits in dwell time and customer connections.

Looking ahead, I expect we’ll see even more sophisticated approaches to retail audio. AI will help retailers fine-tune their playlists to specific store locations, bring better regionality, customer preferences and shopping patterns. This technology, combined with deeper consumer insights, will transform how brands use music to create memorable in-store experiences.”

What’s YOUR favorite holiday tune?

“Winter Wonderland, the Dean Martin version. When I hear it, I have to make an eggnog!”