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Detroit Back To School Shopping To Top $581.7M in 2023

Jul 15, 2023 12:49:11 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, Detroit area parents are expected to spend a record $581,744,241 to prepare more than 653,800 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 Detroit area will be on:

  • Clothing: $213.1 million
  • Shoes: $168.2 million
  • Supplies: $109.3 million
  • Electronics: $91.1 million

In addition to expenditures for K-12,  $1.3 billion is expected to be spent in the Detroit 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 Detroit area college students in 2023 will include:

  • Electronics: $325.2 million
  • Dorm/Apartment Furniture: $183.6 million
  • Clothing: $175.2 million
  • Food Items: $145.7 million

In order to capture the largest portion of this record back-to-class cash, Detroit 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 best way to advertise, reach, reach and frequency, retail, education, return on investment, ROI, retailer, retail sales, retail store, advertising reach, back-to-school, retail spending, advertising return on investment, advertising roi

Advertising In Detroit: Why Radio Is Still The Best Option

Jun 23, 2023 12:00:19 PM / by Larry Julius

Local businesses have been marketing their goods and services on Detroit radio since August 20, 1920. That's when the Detroit News, owner of radio station 8MK, (later known as WWJ) began broadcasting. The broadcast originated from the second floor of the newspaper's headquarters on Lafayette Boulevard.

The historic programming that night began with station operator Frank Edwards declaring, "this is 8MK calling." This was followed by the playing of 78 rpm records on a borrowed phonograph. The first selections played were two of the most popular songs of the World War One era,  "Roses of Picardy" and "Annie Laurie".

Who could have guessed that 103 years later, advertising on Detroit radio would still be the best advertising option for all types of retailers and business owners.

Every week, according to Nielsen, Detroit radio reaches 2,804,826 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 small business, small business owner, best way to advertise, reach, reach and frequency, advertising options, streaming audio, advertising reach, small business marketing, small business advertising, radio listening, share of ear, streaming media, online radio listening

Lessons A Detroit Business Can Learn From World's Biggest Advertiser

May 12, 2023 12:11:58 PM / by Larry Julius

There are 158,041  small businesses in the Detroit-Warren-Dearborn, MI Metro Area, according to the U.S. Census Bureau. Almost every one of these businesses is competing for a portion of the $88.4 billion of local retail spending expected to occur in 2023.*

To capture the largest share of this giant pool of consumer cash, Detroit 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 Detroit 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 television advertising, radio advertising, best way to advertise, reach, reach and frequency, advertise on radio, advertising reach, radio commercials, radio listening, detroit radio, advertise on detroit radio, advertising on radio, advertise in Detroit, am/fm radio

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

Apr 29, 2023 10:55:24 AM / by Larry Julius

Mother's Day is On May 14th this year. According to per capita data from The National Retail Federation, 2.9 million adult consumers in the Detroit area plan to celebrate the occasion.

Between now and that special Sunday in May, the NRF expects a record $615.5 million to be spent in Detroit 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, Detroit 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 Detroit area will fall into three categories:

  1. Jewelry: $134,482,706
  2. Special Outing: $96,551,686
  3. Electronics: $68,965,490

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 Detroit 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 Detroit consumers of the benefits of buying from local companies.  By almost every marketing metric, the best way to advertise is on Detroit radio.

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Topics best way to advertise, reach, mother's day, reach and frequency, retail, return on investment, ROI, retailer, retail sales, retail store, working mothers, advertising reach, retail spending, advertising return on investment, advertising roi

Advertise In Detroit: Retail Sales To Exceed $88.4 Billion in 2023

Apr 10, 2023 3:36:58 PM / by Larry Julius

Despite high-interest rates, inflation, and recession fears, Detroit area consumers are expected to spend between $88.4 and $90.2 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 Detroit 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 a $8.8 billion dollar outflow.

To keep the expected deluge of new retail dollars local, area small business owners will need to advertise to convince Detroit consumers of all the benefits of buying from local companies.  By almost every marketing metric, the best way to advertise is on Detroit radio.

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Topics best way to advertise, reach, reach and frequency, retail, return on investment, ROI, retailer, retail sales, retail store, advertising reach, retail spending, advertising return on investment, advertising roi

In-Car Listening Drives Detroit Radio To The Top

Mar 14, 2023 10:07:36 AM / by Larry Julius

Detroit radio reaches more local consumers each week than any other advertising medium.

According to Nielsen, 2,804,826 adults tune in to their favorite AM/FM stations every week.  This is significantly more consumers than are reached by Detroit 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 3.2 million Detroit area adults who take to the road in their car or truck every week, according to Neilsen.

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Topics radio advertising, best way to advertise, reach, reach and frequency, streaming audio, advertising reach, in-car audio, share of ear, car radio, streaming media, am/fm radio

Best Way To Advertise In Detroit: Furniture & Mattresses

Feb 22, 2023 2:49:32 PM / by Larry Julius

Over the next 12 months, according to Nielsen, 607,846 Detroit area households plan to buy furniture and mattresses. Based on a per capita forecast from Furniture Today, these expenditures will total $1.73 billion during 2023, a $31.6 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 Detroit radio.

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Topics radio advertising, reach, reach and frequency, retail, return on investment, ROI, retailer, retail sales, retail store, advertising reach, mattress, furniture, retail spending, advertising return on investment, advertising roi

Valentine's Spending In Detroit Expected To Grow 8.4% in 2023

Jan 25, 2023 3:58:42 PM / by Larry Julius

Southeast Michigan business owners should brace for a sweet Valentine's Day in 2023.

Based on per capita spending forecasts from the National Retail Federation (NRF), Detroit area consumers are expected to spend $356.7 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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Topics radio advertising, reach, reach and frequency, retail, return on investment, ROI, retailer, retail sales, retail store, advertising reach, retail spending, advertising return on investment, valentine's day

Surprise? Detroit Radio Is Still #1 Way To Reach Local Consumers

Nov 30, 2022 2:41:41 PM / by Larry Julius

Detroit 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 Detroit radio is still the best way to reach local shoppers.

Every week, according to Nielsen, Detroit radio reaches 2.8 million 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 Detroit radio stations over the air, Nielsen reports that 701,141 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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Topics reach, reach and frequency, ROI, advertising reach, detroit radio, advertise on detroit radio, advertising on radio, advertising roi

Detroit Consumers Still Spending Despite Economic Sentiment

Aug 8, 2022 9:43:15 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 158,041 small business owners in the Detroit 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). Detroit consumers were forecast to spend nearly $67.6 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 Detroit 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 radio advertising, best way to advertise, reach, consumer spending, reach and frequency, ROI, radio advetising, recession, advertising reach, advertise on detroit radio, consumer confidence, advertising roi, inflation

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