“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, Fayetteville, North Carolina area parents are expected to spend a record $55,462,593 to prepare more than 74,000 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 Fayetteville area will be on:
- Clothing: $20.3 million
- Shoes: $16.0 million
- Supplies: $10.4 million
- Electronics: $8.6 million
In addition to expenditures for K-12, $125.6 million is expected to be spent in the Fayetteville 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 Fayetteville area college students in 2023 will include:
- Electronics: $31.1 million
- Dorm/Apartment Furniture: $17.5 million
- Clothing: $16.7 million
- Food Items: $13.8 million
In order to capture the largest portion of this record back-to-class cash, Fayetteville 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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education,
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Local businesses have been marketing their goods and services on Fayetteville, North Carolina radio since 1939. That's when WFNC, was granted a license from the Federal Radio Commission.
The owner of WFNC was Wall Christian Ewing who, at the time, also owned a wholesale fertilizer business in the city. He had also been the Chairman of the Cumberland County Democratic Party and had spent time serving in the North Carolina legislature.
Who could have guessed that 84 years later, advertising on Fayetteville radio would still be the best advertising option for all types of retailers and business owners.
Every week, according to Nielsen, Fayetteville radio reaches 282,794 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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There are 8,690 small businesses in the Fayetteville, NC, Metro Area, according to the U.S. Census Bureau. Almost every one of these businesses is competing for a portion of the $24.8 billion of local retail spending expected to occur in 2023.*
To capture the largest share of this giant pool of consumer cash, Fayetteville 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 Fayetteville 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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Mother's Day is On May 14th this year. According to per capita data from The National Retail Federation, 285,1012 adult consumers in the Fayetteville, North Carolina area plan to celebrate the occasion.
Between now and that special Sunday in May, the NRF expects a record $58.7 million to be spent in Fayetteville 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, Fayetteville 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 Fayetteville area will fall into three categories:
- Jewelry: $12,821,372
- Special Outing: $9,205,088
- Electronics: $6,575,063
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 Fayetteville 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 Fayetteville consumers of the benefits of buying from local companies. By almost every marketing metric, the best way to advertise is on Fayetteville radio.
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mother's day,
reach & frequency,
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retail stores,
retail traffic,
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holiday advertising,
retail spending,
advertising return on invesment,
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advertising roi
Despite high-interest rates, inflation, and recession fears, Fayetteville, North Carolina, area consumers are expected to spend between $8.4 and $8.6 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 Fayetteville 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 an $800 million dollar outflow.
To keep the expected deluge of new retail dollars local, area small business owners will need to advertise to convince Fayetteville consumers of all the benefits of buying from local companies. By almost every marketing metric, the best way to advertise is on Fayetteville radio.
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retail stores,
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retail store traffic,
advertising reach,
retail spending,
advertising return on invesment,
advertising return on investment,
advertising roi
Fayetteville, North Carolina, radio reaches more local consumers each week than any other advertising medium.
According to Nielsen, 282,794 adults tune in to their favorite AM/FM stations every week. This is significantly more consumers than are reached by Fayetteville 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 322,117 Fayetteville area adults who take to the road in their car or truck every week, according to Neilsen.
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Over the next 12 months, according to Nielsen, 60,489 Fayetteville, North Carolina area households plan to buy furniture and mattresses. Based on a per capita forecast from Furniture Today, these expenditures will total $165.9 million during 2023, a $3.1 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 Fayetteville radio.
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furniture,
radio advertising,
reach & frequency,
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retail stores,
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retail store traffic,
advertising reach,
retail spending,
advertising return on invesment,
advertising return on investment,
advertising roi
Fayetteville business owners should brace for a sweet Valentine's Day in 2023.
Based on per capita spending forecasts from the National Retail Federation (NRF), Fayetteville area consumers are expected to spend $34.1 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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retail store traffic,
advertising reach,
retail spending,
advertising return on invesment,
advertising return on investment,
advertising roi
Fayetteville, North Carolina 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 Fayetteville radio is still the best way to reach local shoppers.
Every week, according to Nielsen, Fayetteville radio reaches 282,794 adults. 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 Fayetteville radio stations over the air, Nielsen reports that 73,320 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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Local consumers may have a gloomy feeling about economic conditions, but their spending has not tapered. This is good news for the 8,690 small business owners in the Fayetteville, North Carolina area.
According to the latest University of Michigan's Survey of Consumers, sentiment about current economic conditions remains near the all-time low. Concerns about volatile gas prices, rampant inflation, and a looming recession have driven the survey's index down 37% versus a year ago.
Despite these dim consumer sentiments, the U.S. Bureau of Economic Analysis's July report shows that real personal consumption expenditures are pacing well above pre-Covid levels. According to Morgan Stanley research, consumers' ability to spend is being driven, in part, by a massive amount of excess savings accumulated over the course of the pandemic.
Earlier this year, based on per capita spending data from the National Retail Federation (NRF). Fayetteville consumers were forecast to spend nearly $6.7 billion at retail this year. The current level of spending suggests that shoppers are on track to hit that number.
Of course, for local business owners to successfully compete for a share of this record spending requires marketing. By most key marketing metrics, the best way to advertise is on Fayetteville radio. This is especially true among business owners who must limit the number of marketing channels that can be used because of economic restraints.
Of all media, advertising on the radio provides the greatest return on investment.
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Local business owners have been advertising on Fayetteville, North Carolina radio since WFNC first signed-on in 1939. But, back then, there were only two options for reaching a mass audience: newspapers and radio.
Today, though, advertisers have an over-abundance of marketing options both over-the-air and online. But every week, according to Nielsen, 301,668 adults listen to a Fayetteville radio station, giving the 101-year-old medium, by far, the biggest reach amongst local consumers.
A new report released last week by Nielsen underscores AM/FM radio's durable reach among all media.
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Every week, according to new Nielsen data, 301,668 adults tune in to a Fayetteville, North Carolina radio station. This is more consumers than use social media, access local cable, watch broadcast TV, stream video channels, listen to streaming audio, read a newspaper, or download a podcast.
Based on per capita estimates from the National Retail Federation (NRF), Fayetteville consumers are expected to spend between $6.7 and $6.8 billion at retail in 2022, a six to eight percent growth over the previous year. Utilizing radio's enormous advertising reach, local business owners can compel shoppers to spend this large pool of cash in their stores and on their websites.
The number of consumers reached is critical to the success of an advertising campaign.
According to a Nielsen study, after the actual content of the commercial message itself, reach is the most potent advertising element that can drive sales. Reach is more important than brand, recency, or even context. Fayetteville radio provides local business owners with the most significant reach among consumers.
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advertising return on invesment,
advertising return on investment,
advertising roi
Fayetteville, North Carolina area consumers are expected to spend close to $6.8 billion at retail in 2022, based on per capita spending estimates from the National Retail Federation (NRF). This would be an eight percent increase versus 2021.
To capture significant shares of the increased retail spending, the 8,690 small business owners in the Fayetteville area would typically invest in advertising. Persistent and pernicious inflation pressures, however, are starting to gnaw away at marketing budgets.
According to the National Federation of Independent Business Owners (NFIB), businesses cite inflation as their number one problem. For many Fayetteville business owners, uncontrollable wholesale, transportation, and labor costs are forcing retailers to raise the prices they charge their customers. But, for many retail products, inflated retail prices can drive customers away.
To limit consumer price increases and still make a profit, Fayetteville business owners, then, are forced to cut expenses, including advertising and marketing. This means it is now imperative that the limited investments retailers can make in advertising must deliver the strongest returns possible.
According to a recent study by Nielsen, advertising on Fayetteville radio can provide the best return on investment (ROI) for local retailers.
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advertising return on invesment,
advertising return on investment,
advertising roi
There are 8,690 small business owners in the Fayetteville, North Carolina area, according to the US Census Bureau. Each of these companies will need larger advertising budgets to successfully compete for a fair share of the expected explosion in consumer spending this year.
Based on new forecasts from The National Retail Federation (NRF), Fayetteville area consumers are expected to spend between $6.7 and $6.8 billion at retail in 2022, a six to eight percent growth over the previous year.
The NRF's forecasts exclude restaurants, gas stations, and automotive dealers. Included in the numbers, though, are non-store and online sales, which, in Fayetteville, could reach as high as $1.6 billion this year. This level of spending would be 13% more than in 2021.
Even though the rate of growth rate for 2022 is lower than the 14% jump in 2021, the NRF points out that this year's spending will be well ahead of the 10-year, pre-pandemic growth rate of 3.7%
To participate in the expected surge in retail spending will require Fayetteville business owners to advertise. Especially if retailers want to hold their own against the continued growth of non-store and online competition.
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When WFNC-AM became Fayetteville's first radio station in 1939, there was no Facebook, no Spectrum, no Sirius/XM, no Netflix, no podcasts, and no local TV. Consequently, it was pretty easy for radio to become the number one reach medium among local consumers.
Over the past 82 years, Fayetteville business owners have come to depend on the mammoth reach of radio among local shoppers to successfully market the goods and services they sell. Advertising on Fayetteville radio has helped North Carolina companies to survive and thrive during world wars, natural disasters, recessions, depressions, and even a pandemic.
Heading into 2022, local consumers have more media choices than ever before. But, despite the overabundance of social media, video streaming, audio streaming, cable, and other technological marvels, Fayetteville radio is still the most used advertising medium.
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