1/3: The Perfect Christmas Music Ratio.
Brace yourselves. Christmas is around the corner.
Mere minutes after Thanksgiving, restaurants, and stores across the western world play Christmas music.
For some people, Bing Crosby crooning "White Christmas," sounds like red and green nails raking a chalkboard. It only magnifies the sinking feeling of ruinous expense as they jostle for last-minute Christmas gifts with other wild-eyed tantrum-throwing shoppers, hopped up on a lethal mix of eggnog and gingerbread.
But for the writer of this text, there's nothing more profoundly moving than Christmassy carols. Nothing more wondrous than tinny speaker music from lavish department store winter-themed display windows. Nothing more thrilling than the festive mix of songs about silent nights, Christmas gifts, and cookies in oversize tins.
For us, Christmas music rekindles something warm and sparkling inside that transmogrifies into a deep feeling of peace on earth and goodwill to all men.
Given these differing opinions, how should you think about playing Christmas music in your place of business?
Soundtrack Your Brand's music experts have analyzed last year's Christmas music data and come up with the perfect ratio for Christmas music.
This, our experts say, is the perfect ratio of Christmas music in any business.
A quick glance at last year's numbers shows that Christmas music starts playing in the last couple of weeks of November. Shops play before restaurants. But come December almost everyone plays Christmas music. It peaks the days before Christmas when over one of four songs played in stores and restaurants is a Christmas song.
It eases off on Christmas Day, although a lot of shops and restaurants sneak in occasional Christmas tunes until the start of January begins.
Our customers played around 1500 different Christmas songs last year. So if you feel you’ve heard the same Wham song eleven times, you may be right.
Make sure that every customer hears at least one Christmas song per 10 minutes during their visit to give them the right amount of festive spirit. You know how long people stay in your venue, so it all comes down to pure mathematics. Are they in your store for about 10 minutes? Well, then about one of three songs should be a Christmas song. If they're in your store for twenty minutes, they should hear two Christmas songs.
Three bonus tips.
1. Match your Christmas music with your brand sound. Don't abandon your brand sound, just because it’s Christmas. There's a lot of Christmas music, so find songs that match your ordinary music choice. Put a Christmas spin on your sound rather than replacing it entirely.
2. Explore alternate versions of Christmas classics. Explore new versions of old classics or explore different music to find unexpected Christmas treats. Do this in advance. You don't want to worry about your music during the busiest season of the year. Your music will stand out from the competition and offer a welcome break for shoppers and staff.
3. Don’t jump off that sleigh to soon. There's no rush to delete Christmas music from your playlists. Your competitors will keep playing their Christmas playlists for a while, and there’s no reason for you not to do the same. Keep playing Christmas music after Christmas and keep the busy sales days feeling festive.