Local Newspapers Drive the Holiday Dining Rush
​
Newspaper readers take action after seeing an ad

​The holidays aren’t just about shopping — they’re about gathering. And for millions of Americans, that means dining out.
National surveys show about one in four Americans plan to dine out or order from a restaurant for Thanksgiving, and restaurant visits continue to climb through December as families, friends and coworkers celebrate together. It’s a season built on food, and restaurants see some of their strongest traffic and ticket averages of the year.
For local restaurants, this creates a major opportunity — and newspapers are the smartest way to reach those diners. No other local medium combines trusted reach, local relevance and proven consumer response quite like newspapers.
Holiday dining segments and why local newspapers win:
​Quick service restaurants:

  • 81% of consumers visit a quick service restaurant, including busy shoppers, travelers and families dining on the go during the holiday rush.
  • Newspapers reach 55% of those diners.

​Fine dining and upscale restaurants:
  • 43% of consumers visit an upscale restaurant, including those out for special-occasion dining, office celebrations and holiday date nights.
  • Newspapers reach 64% of those diners.

Local newspapers reach consumers who take action:
  • After seeing newspaper ads, consumers search, visit websites and make purchases.
  • 83% say newspaper advertising is important — more than any other local medium.

Local newspapers are the most trusted local media channel:
  • Newspapers lead in consumer reliability at 43%, far ahead of social, radio and TV.
  • That trust drives decisions — where to eat, where to cater and where to celebrate.

As holiday gatherings fill calendars, local newspapers give restaurants a seat at the table. They reach consumers when they’re planning events, booking reservations and deciding where to spend. For restaurants looking to turn celebration season into revenue season, newspapers deliver the diners who make it happen.

Local Newspapers Own the Holiday Moment for Local Advertisers
​
Newspaper readers take action after seeing an ad

​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 & 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 Stores 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 Taking 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 that 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.
 

First Quarter Focus:
​Turn Healthcare Ads into Big Profits
​
​Download Marketing Materials in the Resource Center

As the New Year begins, health takes center stage in many people’s lives – and it’s a prime opportunity for local businesses to reach new customers through dynamic newspaper ad campaigns. 

​Consumers are eager to improve how they look and feel, making healthcare a prime advertising category for the first quarter. From dermatologists to hearing specialists, eyeglasses to elective surgeries, local newspapers are the perfect platform to connect healthcare providers with health-conscious shoppers.
​The first quarter is a time when people are motivated to invest in their health. According to the America's Newspapers 2024 Local Ad Effectiveness Study:
  • Dermatologists: 21% of consumers shopped or plan to shop for a dermatologist in the past or next 12 months. Local newspapers reach 57% of these patients monthly​.
  • Eyeglasses and Contacts: 55% of consumers are in the market, with newspapers reaching 54% of them monthly​.
  • Hearing Specialists: 15% are shopping for hearing aids or specialists, and newspapers reach 61% monthly​.
  • Cosmetic Surgery: Though a smaller segment, 9% are in the market, with newspapers connecting with a remarkable 74% of these shoppers​.
The Power of Newspapers
Local newspapers offer unparalleled advantages:
  • Trust and Reliability: 43% of consumers consider local newspapers "reliable," significantly outperforming social media (13%)​​​​.
  • Proven Results: Readers frequently take action after seeing newspaper ads, from searching online to making purchases​​.
​Capitalize on the Opportunity
Healthcare providers can use Q1 to engage a motivated audience through trusted newspaper advertising—whether print or digital. By aligning campaigns with the seasonal surge in health consciousness, advertisers can maximize their impact and drive measurable results.

New Year, New You: Local Newspapers Are the Perfect Fit for Weight Loss and Nutrition Advertising
​
​Download Marketing Materials in the Resource Center

The New Year brings fresh starts and big goals—especially when it comes to health and fitness. For businesses in the weight loss and nutrition industry, this is the prime time to connect with consumers eager to kick off their health journeys. Local newspapers offer a unique opportunity to reach these motivated individuals right when they’re setting their resolutions.
​Here’s why local newspapers are the go-to partner this New Year:
  1. Timing is Everything: As 2025 begins, 13% of consumers in the market are actively shopping—or planning to shop—for a weight loss or nutrition program. Local newspapers reach 70% of these shoppers every single month, making them a powerful channel to tap into the surge of New Year health enthusiasm.
  2. Trusted and Reliable: When it comes to health, people turn to sources they trust. Local newspapers are viewed as "reliable" by 43% of consumers, far outpacing social media (13%) and radio (11%). 
  3. Trust Leads to Action:  This trust leads readers to take action—whether it's searching for more information, visiting an advertiser’s website, or purchasing a product or service.
  4. Impactful Local Reach: Local newspapers outperform other advertising channels, with 56% of consumers relying on them for ads about local products and services. Whether in print or digital, newspapers deliver your message to the heart of your community.
​This New Year, don’t miss the chance to inspire your community to get healthy while growing your business. By advertising in local newspapers, local businesses will meet their audience where they are—motivated, ready to act, and eager for trusted guidance.
Download the Sales Sheet Here!
Already have access?  Go directly to the Resource Center!

​Sales-Boosting Data for 70 Retail Categories

Exclusively for America's Newspapers members!   Inside the Resource Center you'll find the results of the 2024 Ad Effectiveness Study which provides detailed insights into 70 retail categories, covering nearly all local advertisers. Each category has its own customized sales sheet to equip advertising managers and sales executives with the tools they need to close deals effectively and strengthen their local market presence.  Whether you're targeting grocery shoppers, automotive aftermarket, medical, or home improvement businesses, this research provides detailed insights tailored to nearly every local advertiser in your market.
The Resource Center is for members of America's Newspapers.  Not a member or not sure, email us at [email protected]!

Members get access to the Resource Center by submitting a request below!
Already have access?  Go directly to the Resource Center!

Making the Sales Call
Whether you're contacting a new account or reaching out to a long time customer, Sharing research information is crucial in demonstrating the effectiveness of local newspaper advertising. Data-driven insights provide concrete evidence of how newspapers reach targeted audiences, drive engagement, and deliver measurable results. By presenting research-backed success stories, businesses can see the true value of investing in local print and digital ads, fostering trust and encouraging long-term partnerships. Research not only validates the impact of newspapers but also helps tailor advertising strategies to maximize ROI, making it a vital tool in building stronger relationships and driving growth.

In this example, Dee Evans from Advantage Newspaper Consultants, shares how to get the conversation started with a local tire customer.