CMA Releases Holiday Sales Survey Findings

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Recent research released by the Country Music Association shows that technology, as expected, has increasingly weaved its way into the holiday purchases of country music listeners, whether through shopping online or via using smartphones to do product and price comparisons.

Findings from a recent survey include:

  • 41 percent of County Music fans planned to purchase or download holiday music CDs to complement their holiday celebrations.
  • 72 percent of Country Music fans considered purchasing and giving Country Music as a gift.
  • 83 percent of Country Music fans planned to shop online, which is slightly less than the percentage that planned to shop at traditional retailers (93 percent).
  • Top stores for holiday shopping included Walmart, Target, Best Buy, Kohl’s and Macy’s. Country music fans also planned to make frequent purchases at online retailers such as Amazon and eBay, as well as the online counterparts for the aforementioned retail outlets.

Technology plays a large role in the purchasing process for many Country Music fans–eight out of 10 report that they planned to do product and price comparisons using their Smartphone.

The survey was conducted online with respondents ages 18 and older from the CMA Insider Fan Panel, a group of more than 13,000 Country Music fans recruited from various industry and consumer sources. The make-up of the CMA Insider Fan Panel includes adults from all demographic groups. Results of this panel research are not projectable to the overall U.S. population.

Jessica Nicholson
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