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Wilmington Back To School Shopping To Top $96.1M in 2023

Jul 17, 2023 3:47:18 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, Wilmington, Delaware area parents are expected to spend a record $96,082,853 to prepare more than 107,400 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 Wilmington area will be on:

  • Clothing: $35.1 million
  • Shoes: $27.7 million
  • Supplies: $18.1 million
  • Electronics: $15.1 million

In addition to expenditures for K-12,  $ 217.6 million is expected to be spent in the Wilmington 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 Wilmington area college students in 2023 will include:

  • Electronics: $53.7 million
  • Dorm/Apartment Furniture: $30,3 million
  • Clothing: $28.9 million
  • Food Items: $24.1 million

In order to capture the largest portion of this record back-to-class cash, Wilmington 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, roi, retail, reach, education, reach and frequency, Retail Sales, retailer, retail stores, retail spending, ad spending, advertising reach, back to school shopping, advertising roi

Advertising In Wilmington: Why Radio Is Still The Best Option

Jun 25, 2023 2:03:09 PM / by Larry Julius

Local businesses have been marketing their goods and services on Wilmington, Delaware radio since July 1922. That's when WHAV became the area's first radio station. 

The station broadcast from the home of the owner, Willard Wilson, until 1930. That's when he moved studios to Downtown Wilmington and changed the call letters to WEDL

Who could have guessed that 101 years later, advertising on Wilmington radio would still be the best advertising option for all types of retailers and business owners.

Every week, according to Nielsen, Wilmington radio reaches 487,506 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 Philadelphia Small Business Owner, Small Business Advertising, Best Way To Advertise, Radio Listening, Streaming Audio, small business owner, small business, reach, reach and frequency, small business marketing, share of ear, advertise on wilmington radio, wilmington small business owners, advertising options, advertising reach, streaming media

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

May 12, 2023 4:38:10 PM / by Larry Julius

There are 84,675 small businesses in the Wilmington, DE, tri-state area, according to the U.S. Census Bureau. Almost every one of these businesses is competing for a portion of the $14.6 billion of local retail spending expected to occur in 2023.*

To capture the largest share of this giant pool of consumer cash, Wilmington 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 Wilmington 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 Best Way To Advertise, Radio Advertising Works, radio advertising, reach, reach and frequency, radio commercials, advertise on wilmington radio, best way to advertise in wilmington, advertising reach, advertising in wilmington, am/fm radio

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

May 1, 2023 10:49:43 AM / by Larry Julius

Mother's Day is On May 14th this year. According to per capita data from The National Retail Federation, 493,752 adult consumers in the Wilmington, Delaware, area plan to celebrate the occasion.

Between now and that special Sunday in May, the NRF expects a record $101.7 million to be spent in Wilmington 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, Wilmington 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 Wilmington area will fall into three categories:

  1. Jewelry: $22,211,620
  2. Special Outing: $15,946,804
  3. Electronics: $11,390,574

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

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Topics Best Way To Advertise, roi, return on investment, working mothers, mothers, retail, holiday shopping, holiday spending, reach, reach and frequency, mother's day, Retail Sales, retailer, retail stores, holiday advertising, best way to advertise in wilmington, retail spending, advertising reach, return on advertising investment, advertising roi

Advertise In Wilmington: Retail Sales To Exceed $14.6 Billion in 2023

Apr 11, 2023 10:08:12 AM / by Larry Julius

Despite high-interest rates, inflation, and recession fears, Wilmington, Deleware, area consumers are expected to spend between $14.6 and $14.9 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 Wilmington 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 $1.5 billion dollar outflow.

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

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Topics Best Way To Advertise, roi, return on investment, retail, reach, reach and frequency, Retail Sales, retailer, restaurants, retail stores, retail spending, advertising reach, return on advertising investment, advertising roi

In-Car Listening Drives Wilmington Radio To The Top

Mar 15, 2023 8:26:00 AM / by Larry Julius

Wilmington, Delaware, 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 Wilmington 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 Wilmington area adults who take to the road in their car or truck every week, according to Neilsen.

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Topics Best Way To Advertise, Streaming Audio, reach, reach and frequency, in-car audio, share of ear, best way to advertise in wilmington, advertising reach, streaming media, car radio, in-car listening, am/fm radio

Best Way To Advertise In Wilmington: Furniture & Mattresses

Feb 23, 2023 3:39:58 PM / by Larry Julius

Over the next 12 months, according to Nielsen, 80,547 Wilmington, Delaware area households plan to buy furniture and mattresses. Based on a per capita forecast from Furniture Today, these expenditures will total $287.4 million during 2023, a $5.2 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 Wilmington radio.

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Topics roi, return on investment, retail, radio advertising, reach, mattresses, furniture, reach and frequency, Retail Sales, retailer, retail stores, retail spending, advertising reach, return on advertising investment, advertising roi, home furnishings

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

Jan 26, 2023 2:59:16 PM / by Larry Julius

Wilmington, Delaware are business owners should brace for a sweet Valentine's Day in 2023.

Based on per capita spending forecasts from the National Retail Federation (NRF), Wilmington area consumers are expected to spend $58.9 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 roi, return on investment, retail, radio advertising, valentine's day, reach, reach and frequency, Retail Sales, retailer, retail stores, retail spending, advertising reach, return on advertising investment, advertising roi

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

Nov 30, 2022 4:34:23 PM / by Larry Julius

Wilmington, Delaware 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 Wilmington radio is still the best way to reach local shoppers.

Every week, according to Nielsen, Wilmington radio reaches 487,506 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 Wilmington radio stations over the air, Nielsen reports that 106,984 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 return on investment, reach, reach and frequency, advertise on wilmington radio, best way to advertise in wilmington, advertising reach, return on advertising investment, advertising roi, advertising in wilmington

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

Aug 30, 2022 4:09:14 PM / by Larry Julius

Wilmington, Delaware 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 Wilmington, however, is local radio.

Every week, according to Neilsen, 501,249 adults tune-in to their favorite Wilmington radio stations. This is significantly more than any other advertising medium.

In addition to the adults who listen to Wilmington radio over-the-air, an incremental 9,106 adults connect to their favorite stations online as well using their phones, computers, and tablets. In all, according to Nielsen, 24.9% of all Wilmington radio listeners listen both online and offline.

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Topics Small Business Advertising, Best Way To Advertise, roi, return on investment, small business owner, radio advertising, small business, reach, reach and frequency, small business marketing, wilmington small business owners, best way to advertise in wilmington, advertising reach, return on advertising investment, advertising roi

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