For many, creating a soundtrack for the holidays can be as simple as logging into Pandora. Not so for retailers, who have distinct strategies for choosing music. After all, it can create and enhance a mood, keep shoppers relaxed and engaged — a customer who’s humming a favorite tune might stay in the store a little longer.
“With respect to the multitude of faiths of our customers, our selections are secular,” said Dan Ambrose, president of client services at Activaire, an agency that creates Uniqlo’s playlists. “The songs that excite us are those that are new to our ears but remind us of songs that we love.
This story first appeared in the December 9, 2015 issue of WWD. Subscribe Today.
“Winter Wonderland,” Bing Crosby
“All I Want for Christmas Is You,” Mariah Carey
“Last Christmas,” Carly Rae Jepsen
“The Nutcracker Suite,” Brian Setzer
“Wonderful Christmas Time,” Paul McCartney
“Our holiday playlist is a mix of contemporary pop, remixes, indie and emerging pop, along with festive holiday sounds,” said Eleanor Smith, Bloomingda- le’s vice president of visual merchandising.
“Last Christmas,” Ariana Grande “Christmastime Again,” Brandon Wilde
“All I Want for Christmas,” Cee Lo Green
“Jingle Bells (Dan the Automator remix),” Dean Martin
“Rosie Christmas,” Donna Summer
ABERCROMBIE & FITCH
“We look at current, trending holiday music from recent years, as well as traditional favorites that align with our demographic and our in-store campaigns. We look for themes,” said Michael Scheiner, senior director of marketing and public relations at Abercrombie & Fitch.
“I’ll Be Home for Christmas,” She & Him
“Christmas Tonight,” Dave Barnes feat. Hillary Scott
“The City Below,” Mackintosh Braun
“Have Yourself a Merry Little Christmas,” Sam Smith
“May Ev’ry Day Be Christmas,” Irma Thomas and the Preservation Hall Jazz Band