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SWFL Back To School Shopping To Top $163.2M in 2023

Jul 16, 2023 4:26:16 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, Fort Myers area parents are expected to spend a record $163,298,350 to prepare more than 142,800 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 Fort Myers area will be on:

  • Clothing: $59.8 million
  • Shoes: $47.2 million
  • Supplies: $30.6 million
  • Electronics: $25.7 million

In addition to expenditures for K-12,  $369 million is expected to be spent in the Fort Myers 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 Fort Myers area college students in 2023 will include:

  • Electronics: $91.2 million
  • Dorm/Apartment Furniture: $51.5 million
  • Clothing: $49.1 million
  • Food Items: $40.9 million

In order to capture the largest portion of this record back-to-class cash, Fort Myers 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 Reach, roi, best way to advertise, retail, back to school shopping, return on investment, retail sales, retail store, retailer, advertising reach, reach & frequency, back-to-school, education, retail spending, ad spending, advertising return on investment, advertising roi

Advertising In Fort Myers: Why Radio Is Still The Best Option

Jun 24, 2023 11:32:19 AM / by Larry Julius

Local businesses have been marketing their goods and services on Fort Myers radio since 1940. That's when The Fort Myers Broadcasting Company was granted a license to build and operate WFTM.

WFTM switched its call sign in 1942 to WAAC and became an affiliate of the CBS radio network. Two years later, the call letters changed once again. This time to WINK.

Who could have guessed that 83 years later, advertising on Fort Myers radio would still be the best advertising option for all types of retailers and business owners.

Every week, according to Nielsen, Fort Myers radio reaches 839,160 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 Reach, best way to advertise, small business advertising, streaming audio, small business owner, swfl small business, southwest florida small business, small business, advertising reach, reach & frequency, small business marketing, radio listening, share of ear, advertising options, streaming media

Advertise In Fort Myers: Retailers Expect Record Father's Day Spend

Jun 3, 2023 11:56:12 AM / by Larry Julius

Father's Day, this year, is June, 18. To celebrate the dads in their lives, 839,160  Fort Myers area consumers are expected to spend a record $110.8 million. According to a per capita forecast by the National Retail Federation (NRF), 2023 spending will be 14.5% more than last year.

“Father’s Day remains a momentous occasion for Americans to honor the important men in their lives,” NRF President and CEO Matthew Shay said. “Consumers plan to celebrate the holiday in a big way this year, and retailers are ready to help make it special.”

The record highs for both collective and average spending are primarily driven by an increase in the percentage of consumers purchasing clothing, electronics, personal care and special outings and the amount they are spending on these categories.

Overall  80% of all Father's Day spending will be concentrated into four gift categories:

  • Special Outing: $37.7 million
  • Clothing: $16.9 million
  • Gift Cards: $13.5 million
  • Electronics:  $12.5 million
  • Personal Care: $8.2 million

The remainder of the retail dollars Fort Myers consumers spend will be for tools/appliances, sporting goods, greeting cards, and books/CDs.

The challenge for Fort Myers area retailers, however, is keeping a significant share of these Father'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 81% of all spending.

To earn a larger share of Father’s Day spending, local small business owners will need to advertise to convince Fort Myers consumers of the benefits of buying from local retailers.  By almost every marketing metric, the best way to advertise is on Fort Myers radio.

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Topics roi, best way to advertise, retail, return on investment, holiday shopping, retail sales, retail store, retailer, holiday advertising, retail spending, advertising return on investment, advertising roi, father, father's day

What Marketers Need To Know About Advertising on Fort Myers Radio

Apr 23, 2023 12:14:04 PM / by Larry Julius

According to Nielsen, 877,056 adults tune in to their favorite Fort Myers radio stations every week. This is significantly more consumers than are reached by all other advertising-supported media, including local TV, local cable, streaming video, social media, online audio, and local newspapers.

Fort Myers radio's unchallenged reach is why many local business owners depend on the medium to capture the largest possible share of the $24.8 billion dollars consumers are expected to spend at retail this year.

Other Southwest Florida small business owners, however, may be surprised to learn that by most marketing metrics, radio remains the best way to advertise in Fort Myers.

Here are four more facts about AM/FM radio that may surprise many local marketers.

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Topics best way to advertise, streaming audio, radio advertising, How to Advertise on Radio, fort myers television, in-car listening, television advertising, television, in-car audio, local television, how to advertise, am/fm radio

Advertise In Fort Myers: Retail Sales To Exceed $24.8 Billion in 2023

Apr 10, 2023 4:45:26 PM / by Larry Julius

Despite high-interest rates, inflation, and recession fears, Fort Myers area consumers are expected to spend between $24,8 and $25.3 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 Fort Myers 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 $2.5 billion dollar outflow.

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

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

Advertising In Fort Myers: Radio Ratings Exceed TV For First Time

Mar 21, 2023 9:15:49 AM / by Larry Julius

Every week, according to Nielsen, Fort Myers radio reaches 877,056 adults. This is more consumers than use any other medium, including local TV, local cable, streaming video, social media, online audio, and newspapers.

Reach, though, is only one component used to calculate ratings.  The other metric that contributes to the rating formula is the time spent using each medium. So, although for the past 10 years, AM/FM radio's reach has been significantly higher than the reach of local TV, consumers spent considerably more time watching TV. As a result of the math, TV has enjoyed higher ratings than radio.

For the first time, however, AM/FM radio ratings have exceeded local TV ratings by three percent among the key advertising demographic of 18-49-year-olds, according to Nielsen's Total Audience Data for the third quarter of 2023.

In the Fort Myers area, there are 380,049 18-49-year-olds, the majority of whom are millennials, a generation that now accounts for nearly one-third of all retail spending.

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Topics best way to advertise, millennials, radio advertising, fort myers television, fort myers tv, television advertising, millennial parents, television, cable tv, satellite tv, Advertise on Fort Myers Radio, streaming video, local television, streaming TV, streaming media, am/fm radio

In-Car Listening Drives Fort Myers Radio To The Top

Mar 14, 2023 5:20:36 PM / by Larry Julius

Fort Myers radio reaches more Southwest Florida consumers each week than any other advertising medium.

According to Nielsen, 877,056 adults tune in to their favorite AM/FM stations every week.  This is significantly more consumers than are reached by Fort Myers 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  960,533 Fort Myers area adults who take to the road in their car or truck every week, according to Neilsen.

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

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

Aug 30, 2022 3:18:39 PM / by Larry Julius

Southwest Florida 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 SWFL, however, is local radio.

Every week, according to Neilsen, 862,932 adults tune-in to their favorite Fort Myers radio stations. This is significantly more than any other advertising medium.

In addition to the adults who listen to Fort Myers radio over-the-air, an incremental 16,200 adults connect to their favorite stations online as well using their phones, computers, and tablets. In all, according to Nielsen, 27.9% of all Fort Myers radio listeners listen both online and offline.

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Topics roi, best way to advertise, small business advertising, radio advertising, small business owner, swfl small business, southwest florida small business, return on investment, small business, small business marketing, advertising return on investment, advertising roi

Southwest Florida Consumers Still Spending Despite Economic Sentiment

Aug 8, 2022 4:55:10 PM / 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 30,689 small business owners in the Southwest Florida 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). Fort Myers consumers were forecast to spend nearly $18.8 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 Fort Myers 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 Reach, roi, best way to advertise, radio advertising, recession, consumer spending, advertising reach, reach & frequency, consumer confidence, inflation, advertising roi

Advertising On Fort Myers Radio in 2022: Five Things to Know

Jul 20, 2022 1:30:47 PM / by Larry Julius

Southwest Florida business owners have depended on Fort Myers radio to market their goods and services since WFTM, the city's first radio station, went on air in 1939. Despite the advent of new media and technologies since then, advertising on local radio stations is still the best way for the area's 30,689 small business owners to create and maintain customers.

Here are five facts every business owner should know about advertising on Fort Myers radio in 2022.

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Topics best way to advertise, small business advertising, fort myers radio, small business owner, fort myers radio stations, swfl small business, southwest florida small business, small business, advertise on radio, small business marketing, radio listening, Advertise on Fort Myers Radio, advertising on radio, radio formats, am/fm radio

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