The holiday season transforms retail—from the décor to the deals, and especially the sound. Holiday music isn’t just seasonal background noise; it’s a powerful marketing tool that can shape how shoppers feel, behave, and spend.
When used intentionally, the right soundtrack can increase dwell time, evoke nostalgia, and even drive sales. But when used poorly, it can have the opposite effect—creating stress, fatigue, or irritation.
Here’s how sound strategy can make (or break) your holiday retail experience.
Emotional Connection and Nostalgia: Holiday music taps directly into emotion. Songs tied to childhood memories, family gatherings, and celebration trigger a powerful sense of warmth and familiarity. That emotional connection makes shoppers more relaxed, more receptive to brand messaging, and more likely to engage.
Effect: Increases positive mood, enhances brand perception, and boosts engagement.
Perceived Atmosphere and Experience: Music sets the emotional tone for the entire store experience. Festive playlists create excitement and a sense of community, making people feel welcome and encouraging them to stay longer. In retail, time equals opportunity. When shoppers linger, they browse more—and buy more.
Effect: Longer dwell times often translate to higher basket sizes.
Tempo and Spending Behavior: The tempo of music influences shopping pace and energy. Research shows that slower songs can make shoppers move more leisurely through aisles, while upbeat tracks can create momentum and urgency. Retailers can use tempo strategically to match their goals—calm environments for browsing, lively ones for quick turnover.
Effect: Adjusting tempo can subtly influence pace, mood, and purchasing behavior.
Brand Alignment: Not all holiday music fits every brand. The playlist should reflect your store’s personality and audience. A boutique might play acoustic or indie holiday covers for a modern, curated vibe. A large retailer might go for familiar classics that appeal to families. Choosing music that feels “on brand” reinforces consistency and deepens emotional connection.
Effect: Strengthens brand identity and creates a cohesive customer experience.
Potential Downsides: There’s a fine line between festive and fatiguing. Too much repetition or overly loud, traditional music can overwhelm customers and employees alike. For some, constant carols can even increase stress—especially closer to the holidays when stores are crowded and emotions run high.
Effect: Poorly managed sound can shorten visits and reduce overall satisfaction.
Holiday music has the power to transform retail spaces — emotionally, experientially, and even financially.
When planned with intention, holiday music enhances mood, reinforces brand identity, and subtly influences shopper behavior.
But like any marketing tool, success lies in balance and strategy. The goal isn’t just to play music—it’s to create the right emotional rhythm for your brand and your customers.
Sound isn’t background—it’s experience.
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