The Impact of Music Genres on Charity Retail - The Takeaways

As part of our new research, Songs That Sell: The Impact of Music in Charity Stores, we conducted a 21-day in-store study that tested three contrasting music genres - pop, classical, and jazz - while controlling variables like tempo and volume. We looked at their impact on sales, customer spend, staff mood, and in-store atmosphere. 

Our latest blog post went into detail about our findings. But what does the information we’ve found out actually mean for retailers?

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What Our Research Means for Retailers

Our results highlight something powerful:

Music can directly influence sales performance - without changing stock, pricing, layout, or staffing.

For charity retailers, where margins matter and store experience is vital, this is a high-impact, low-cost opportunity.

For the broader retail sector, it reinforces that music shouldn’t be left to chance or generic playlists; expertise should be sought to implement a strategic music solution that’s designed around the business.

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Practical takeaways for retailers.

1. Consider what music “fits” the environment and customers.

Genres like jazz and classical aligned well with this shop’s older, more affluent demographic. Different stores may require different approaches.

2. Use low-tempo, relaxing music to support browsing.

It’s proven to increase dwell-time and encourage discovery-led purchasing.

3. Avoid default “radio-style” pop playlists.

They rarely influence perception, mood, or spending.

4. Treat music as a brand signal.

Music is one of the quickest ways to express who you are and what you represent.

5. Test and optimise.

Small changes can lead to surprisingly big results.

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Our charity retail study shows that background music doesn’t just create an ambience - it’s a strategic lever that directly influences how customers feel and how they spend. In this instance, jazz music proved to have a significant impact, delivering the strongest sales performance and creating the most positive store atmosphere.

For retailers - charity or otherwise - the message is clear:

Get your soundtrack right, and your customers will stay longer, feel better, and spend more.