Five Ways to Prevent Holiday Music Burnout
In 2017, several news outlets featured stories detailing the negative effects of Holiday music on customers and employees.
According to the various articles, Holiday music was not only perceived as repetitive and tedious—it was also deemed to cause a negative psychological impact. Whether the findings are completely accurate, we can all acknowledge that any type of music played incessantly can have detrimental consequences. But given the importance of the Holiday season to retailers, this seasonal music is virtually a necessity to set the stage for a financially successful Holiday season. And fortunately, there are a few effective methods to implement that can “soften the blow” as Holiday music is introduced into your overhead playlist. Here are five techniques that may make your Holiday playlists more enjoyable.
Percentages
Avoid the temptation to begin playing 100% Holiday music. Playing a Christmas song as a percentage of your playlist (10%, 25%, 33%) is an effective way to leverage the desired effects of Holiday music without going over the top. Consider the average dwell time of your customer to help inform the best rotation to implement. If a customer can hear one to two Holiday songs during their visit, you’ve found a good balance.
Match Your Current Playlist
It’s essential to find Holiday content that aligns with the direction of your current playlist. Nothing is more jarring than the sudden appearance of a Christmas song from a different era or genre. Given the abundance and variety of Holiday music, an experienced music curator can find the right content to make the song transitions consistent and fluid.
Title Separation
Who wants to hear three versions of “Jingle Bells” back to back? Prevent this from happening with a playback engine that can separate tracks by song title or, better yet, include only one version of each song. As Holiday music has the tendency to “all sound the same,” too many recurrences of identical titles will only magnify the issue.
Original Holiday Songs
Need a wider variety of songs to lessen repetition? Consider original Holiday songs (i.e., tracks outside the standard Christmas song catalog). A great example is Sia’s “Everyday Is Christmas”—an album consisting entirely of original, nontraditional Holiday songs. Adding songs such as these to your playlist creates a larger pool of content that will reduce any sense of lopsided repetition.
Don't Start Too Early (or Go Too Long)
In an effort to extend the Holiday shopping season, retailers may feel the need to start their Holiday music earlier than expected. But keep in mind that this may have the opposite effect and drive customers away. Equally important is bringing an end to the Christmas music rotation. Holiday music that drags on through the new year is generally avoided. For many listeners, Rudolph has worn out his welcome by December 26.
Holiday music, in many subtle and unique ways, is a powerful tool. Used effectively, it can invoke nostalgia and/or provide a fresh perspective, creating the opportunity for new memories and traditions. Moreover, utilizing the appropriate content at fitting intervals will not only improve the overall experience but will also help diminish any negative reactions from customers or staff.
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