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Fayetteville Back To School Shopping To Top $55.4M in 2023

Jul 16, 2023 4:42:31 PM / 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, 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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Topics Retailer, reach, roi, return on investment, retail, best way to advertise, back to school, reach & frequency, retail sales, retail stores, retail traffic, retail store traffic, advertising reach, education, retail spending, ad spending, advertising return on invesment, advertising return on investment, advertising roi

Advertising In Fayetteville: Why Radio Is Still The Best Option

Jun 25, 2023 1:18:33 PM / by Larry Julius

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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Topics reach, Streaming Audio, small business, Radio Listener Profile, small business owner, fayetteville small business owners, best way to advertise, media options, reach & frequency, small business marketing, advertising reach, small business advertising, radio listening, share of ear, streaming media, advertising options

Advertise In Fayetteville: Retailers Expect Record Father's Day Spend

Jun 4, 2023 11:24:57 AM / by Larry Julius

Father's Day, this year, is June, 18. To celebrate the dads in their lives, 285,012 Fayetteville, North Carolina area consumers are expected to spend a record $37.6 million. According to a per capita forecast by the National Retail Federation (NRF), 2023 spending will be 14.5% more than last year.

“Father’s Day remains a momentous occasion for Americans to honor the important men in their lives,” NRF President and CEO Matthew Shay said. “Consumers plan to celebrate the holiday in a big way this year, and retailers are ready to help make it special.”

The record highs for both collective and average spending are primarily driven by an increase in the percentage of consumers purchasing clothing, electronics, personal care and special outings and the amount they are spending on these categories.

Overall  80% of all Father's Day spending will be concentrated into four gift categories:

  • Special Outing: $12.8 million
  • Clothing: $5.7 million
  • Gift Cards: $4.6 million
  • Electronics:  $4.2 million
  • Personal Care: $2.7 million

The remainder of the retail dollars Fayetteville consumers spend will be for tools/appliances, sporting goods, greeting cards, and books/CDs.

The challenge for Fayetteville area retailers, however, is keeping a significant share of these Father'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 81% of all spending.

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

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Topics Retailer, roi, return on investment, retail, best way to advertise, holiday shopping, retail sales, retail stores, retail traffic, retail store traffic, holiday advertising, retail spending, advertising return on invesment, advertising return on investment, advertising roi, father, Father's Day

What Fayetteville Business Can Learn From World's Biggest Advertiser

May 12, 2023 4:13:12 PM / by Larry Julius

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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Topics reach, radio effectiveness, best way to advertise, radio commercials, effective radio advertising, fayetteville radio, radio advertising, reach & frequency, advertising reach, radio listening, advertise on fayetteville radio, who listens to radio, am/fm radio

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

Apr 30, 2023 11:50:29 AM / by Larry Julius

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:

  1. Jewelry: $12,821,372
  2. Special Outing: $9,205,088
  3. 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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Topics Retailer, reach, roi, return on investment, retail, best way to advertise, Working Mothers, holiday shopping, mother's day, reach & frequency, retail sales, retail stores, retail traffic, retail store traffic, advertising reach, holiday advertising, retail spending, advertising return on invesment, advertising return on investment, advertising roi

What Marketers Need To Know About Advertising on Fayetteville Radio

Apr 24, 2023 2:28:08 PM / by Larry Julius

According to Nielsen, 877,056 adults tune in to their favorite Fayetteville, North Carolina, radio stations every week. This is significantly more consumers than are reached by all other advertising-supported media, including local TV, local cable, streaming video, social media, online audio, and local newspapers.

Fayetteville radio's unchallenged reach is why many local business owners depend on the medium to capture the largest possible share of the $24.8 billion dollars consumers are expected to spend at retail this year.

Other local small business owners, however, may be surprised to learn that by most marketing metrics, radio remains the best way to advertise in Fayetteville.

Here are four more facts about AM/FM radio that may surprise many local marketers.

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Topics television, fayetteville television, best way to advertise, effective radio advertising, in-car audio, in-car listening, how to advertise, radio advertising, television advertising, cable television, satellite television, local television, online radio advertising, am/fm radio

Advertise In Fayetteville: Retail Sales To Exceed $8.4 Billion in 2023

Apr 11, 2023 9:36:12 AM / by Larry Julius

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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Topics Retailer, reach, roi, return on investment, retail, best way to advertise, reach & frequency, retail sales, retail stores, retail traffic, retail store traffic, advertising reach, retail spending, advertising return on invesment, advertising return on investment, advertising roi

Advertising In Fayetteville: Radio Ratings Exceed TV For First Time

Mar 21, 2023 9:33:09 AM / by Larry Julius

Every week, according to Nielsen, Fayetteville, North Carolina, radio reaches 282,794 adults. This is more consumers than use any other medium, including local TV, local cable, streaming video, social media, online audio, and newspapers.

Reach, though, is only one component used to calculate ratings.  The other metric that contributes to the rating formula is the time spent using each medium. So, although for the past 10 years, AM/FM radio's reach has been significantly higher than the reach of local TV, consumers spent considerably more time watching TV. As a result of the math, TV has enjoyed higher ratings than radio.

For the first time, however, AM/FM radio ratings have exceeded local TV ratings by three percent among the key advertising demographic of 18-49-year-olds, according to Nielsen's Total Audience Data for the third quarter of 2023.

In the Fayetteville area, there are 204,319 18-49-year-olds, the majority of whom are millennials, a generation that now accounts for nearly one-third of all retail spending.

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Topics millennials, Streaming Audio, television, TV, fayetteville television, best way to advertise, radio advertising, television advertising, millennial parents, generation y, cable television, satellite television, streaming video, streaming media, streaming TV, local television, am/fm radio

In-Car Listening Drives Fayetteville Radio To The Top

Mar 15, 2023 8:10:07 AM / by Larry Julius

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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Topics reach, Streaming Audio, chosing the best radio station, best way to advertise, in-car audio, in-car listening, reach & frequency, advertising reach, share of ear, streaming media, car radio, am/fm radio

Advertise In Fayetteville: Top 5 Articles Of 2022

Dec 14, 2022 10:47:58 AM / by Larry Julius

For Fayetteville, North Carolina area consumers, the past twelve months have been, to say the least, frenzied.  The year has been plagued with inflation, recession fears, coronavirus, mid-term elections, and geo-political drama. It seems, however, that these coinciding crises have not tempered consumer spending as local shoppers are on track to spend a record $6.7 billion at retail. 
 
What has changed during 2022, however, is how adults in the Fayetteville area consume media and how local business owners are marketing their goods and services to these shoppers.
 
To research the changing consumer and media landscape in Fayetteville, many local business owners have found the articles posted at www.AdvertiseInFayetteville.com helpful.  Below are the five most-read articles from that site during 2022:
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Topics advertise in fayetteville, best way to advertise, advertising in fayetteville, internet advertising, digital advertising, online advertising, media options, radio advertising, advertising options, 2022

Best Way To Advertise In Fayetteville: AM/FM Radio Still Rules

Aug 30, 2022 3:31:46 PM / by Larry Julius

Fayetteville, North Carolina area small business owners have an abundance of options for advertising their goods and services. Choices include local TV, local cable, social media, streaming video, streaming audio, podcasts, and newspapers.

The best way to advertise in Fayetteville, however, is local radio.

Every week, according to Neilsen, 301,668 adults tune-in to their favorite Fayetteville radio stations. This is significantly more than any other advertising medium.

In addition to the adults who listen to Fayetteville radio over-the-air, an incremental 7120 adults connect to their favorite stations online as well using their phones, computers, and tablets. In all, according to Nielsen, 22.9% of all Fayetteville radio listeners listen both online and offline.

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Topics roi, return on investment, small business, small business owner, fayetteville small business owners, best way to advertise, radio advertising, small business marketing, small business advertising, advertising return on invesment, advertising return on investment, advertising roi

Fayetteville Consumers Still Spending Despite Economic Sentiment

Aug 9, 2022 10:01:27 AM / by Larry Julius

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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Topics reach, roi, best way to advertise, recession, consumer spending, radio advertising, reach & frequency, advertising reach, consumer confidence, inflation, advertising roi

Advertising On Fayetteville Radio in 2022: Five Things to Know

Jul 20, 2022 3:45:14 PM / by Larry Julius

North Carolina business owners have depended on Fayetteville radio to market their goods and services since WFNC, the city's first radio station, went on air in 1939. Despite the advent of new media and technologies since then, advertising on local radio stations is still the best way for the area's 8,690 small business owners to create and maintain customers.

Here are five facts every business owner should know about advertising on Fayetteville radio in 2022.

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Topics small business, Radio Listener Profile, small business owner, fayetteville radio stations, fayetteville small business owners, best way to advertise, fayetteville radio, radio advertising, small business marketing, advertising on radio, small business advertising, radio history, radio formats, who listens to radio, car radio, radio recruitment advertising, online radio advertising, am/fm radio

Advertising In Fayetteville: Where Have The TV Viewers Gone?

Jun 14, 2022 10:58:28 AM / by Larry Julius

During the past seven days. according to Nielsen, only 65.7% of local consumers tuned in to Fayetteville, North Carolina area television stations like WRAL, WECT, WTVD, and, WUNC.  TV's diminishing reach among adults 18 and older has been eclipsed by the audience size for social media, cable, and Fayetteville radio. Furthermore, streaming video services such as Netflix, Hulu, Prime, and Disney+ are quickly reaching parity with over-the-air options.

The erosion of local TV station audiences is stunning when comparing prime-time ratings from the past.  In 1980, the highest-ranked TV show was Cheers with a 21.3 rating. The 30th-ranked show was The Wonder Years with a 14.2 rating.

Twenty years later, Survivor was the number one show with a 17.4 rating and Family Law was the 30th ranked show with an 8.8 rating.

Finally, in 2019, Sunday Night Football was the number one ranked show with a 10.9 rating. Survivor tied with Dancing With The Stars in 30th place with a 5.5 rating.

It is stunning to think that the number one TV show in 2019 had a 24% lower rating than the 30th-ranked show in 1980.


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Topics television, TV, small business, small business owner, fayetteville television, fayetteville TV, fayetteville small business owners, best way to advertise, television advertising, small business marketing, pay-TV, cable television, dishTV, direcTV, AT&T TV, small business advertising, cable-tv, satellite television, ott, ctv, svod, avod, streaming TV, local television

Advertising On Fayetteville Radio Still #1 Way to Reach Consumers

Jun 9, 2022 10:09:31 AM / by Larry Julius

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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Topics Retailer, reach, roi, return on investment, retail, best way to advertise, in-car audio, in-car listening, reach & frequency, retail sales, retail stores, retail traffic, retail store traffic, advertising reach, retail spending, advertising return on invesment, advertising return on investment, advertising roi

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