Local newspapers own the holiday moment for local advertisers

Thanksgiving and the holidays revolve around gatherings — families stocking up, hosts preparing and communities buying more food, beverages, décor and gifts than at any other point in the year. This is the moment when advertisers need a channel that reaches real shoppers, drives action and earns trust. That’s the local newspaper advantage: consistent reach, strong consumer confidence and a track record of influencing purchase behavior.

Key holiday segments and why local newspapers win

People shop for more groceries at the holidays:

• 92% of consumers shop at a grocery store within a four-week period.
• Newspapers reach 54% of these shoppers every month.
• The same households planning meals, filling carts and preparing for holiday gatherings are already reading local newspapers.

Wine & Liquor Store sales spike during the holidays:

• 31% of consumers shop at a wine or liquor store within four weeks.  That number goes up around the holidays.
• Newspapers reach 62% of those buyers.
• A strong match with consumers purchasing for holiday toasts, gifting and hosting.

Consumers take action after seeing local newspaper ads:

• After seeing newspaper ads, shoppers search, visit websites, visit stores and make purchases.
• A clear, measurable path from message to marketplace.

Newspapers are the most trusted local medium:

• Newspapers rank as the most “reliable” local source — ahead of TV, radio and social media.
• Confidence carries real weight during peak spending periods.

Local newspapers don’t just reach holiday shoppers — they reach the shoppers who matter most. When the season demands influence, credibility and real consumer movement, newspapers deliver the buyers who make the holidays happen.

Download the sales sheets at https://member.newspapers.org/.