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2022 Holiday Retail Report – Part 2

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Part 2 of BIA’s 2022 Holiday Retail Report examines the overall 2022 Holiday Retail Outlook and expected ad spending this year of key specialty retail stores including Electronic, Furniture, Hardware, Jewelry, Luggage & Leather Goods Stores, Sporting Goods and more.  The report examines how advertising dollars are being allocated and spent across traditional and digital media and offers the estimated ad spend for 2022.

The report is part of a two-part series designed to help local media organizations understand the media spending trends and behaviors of advertisers for the Holiday Season. Part 1 of the series examines larger footprint retail stores. 2022 Holiday Retail Report – Part 1

Special offer: Purchase both reports for 50% off. Enter code holidayretail50.

(Note: BIA ADVantage clients can download both Holiday Retail Reports in the platform. Login now.)

Published: October 2022

Category: Tags: ,

Number of Pages: 15

The report 2022 Holiday Retail Report (Part 2) examines local media spending in 2022 for specialty retail outlets. It also includes relevant business articles in each vertical covered in the report.

This report offers the following analysis:

  • Overall, 2022 Holiday Retail Trends
  • Links to relevant business articles
  • 2022 Traditional vs Digital Share Advertising Spend
  • 2022 Ad Spending by Media Channel
  • Sales Opportunities
  • 2022 TV and Radio Vertical ad spend with comparisons to 2021

Figures and tables included in the report include: 

For each of the eight verticals covered in the report:

  • 2022 Traditional vs Digital Share
  • 2022 Ad Spend by Media Channel
  • 2022 TV and Radio Vertical ad spend with comparisons to 2021
  • 2022 to 2026 Traditional vs Digital Ad Spend

Who should read this report?

  • Local sellers actively selling to businesses within the retail verticals
  • Sales Managers looking for end of the year opportunities
  • Chief Revenue Officers setting goals and budgets for local sales teams
  • Media leaders seeking a strategic approach to Holiday Retail Advertisers

Verticals covered in the report:

  1. Electronic Stores comprises: (1) establishments known as consumer electronics stores primarily engaged in retailing a general line of new consumer-type electronic products such as televisions, radios, computers, and cameras; (2) establishments specializing in retailing a single line of consumer-type electronic products; (3) establishments primarily engaged in retailing these new electronic products in combination with repair and support services; (4) establishments primarily engaged in retailing new prepackaged computer software; and/or (5) establishments primarily engaged in retailing prerecorded audio and video media, such as CDs, DVDs, and tapes
  2. Furniture Stores comprises establishments primarily engaged in retailing new furniture, such as household furniture and outdoor furniture; office furniture (except sold in combination with office supplies and equipment); and/or furniture sold in combination with major appliances, home electronics, home furnishings, or floor coverings. (Mattresses and Sleep Centers are excluded.)
  3. Gift, Novelty and Souvenir Stores comprises establishments primarily engaged in retailing new gifts, novelty merchandise, souvenirs, greeting cards, seasonal and holiday decorations, and curios.
  4. Hardware Stores comprises establishments known as hardware stores primarily engaged in retailing a general line of new hardware items, such as tools and builders’ hardware.
  5. Hobby, Toy, and Game Stores comprises establishments primarily engaged in retailing new toys, games, and hobby and craft supplies (except needlecraft).
  6. Jewelry, Luggage and Leather Goods Stores comprises establishments primarily engaged in retailing one or more of the following items: (1) new jewelry (except costume jewelry); (2) new sterling and plated silverware; and (3) new watches and clocks. Also included are establishments retailing these new products in combination with lapidary work and/or repair services
  7. Other Home Furnishing Stores comprises establishments primarily engaged in retailing new home furnishings (except furniture and floor coverings).
  8. Sporting Goods Stores comprises establishments primarily engaged in retailing new sporting goods, such as bicycles and bicycle parts; camping equipment; exercise and fitness equipment; athletic uniforms; specialty sports footwear; and other sporting goods, equipment, and accessories.

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