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Mood Media, a specialist in in-store multimedia applications, has urged retailers to think creatively in order to keep Christmas shoppers after a survey revealed the unpopularity of festive music.

Research carried out by YouGov found 74 percent of consumers aged 18 to 44 liked in-store music and 64 percent said they would browse for longer if a shop's atmosphere was enjoyable, but 73 percent did not want to hear festive songs before December and 61 percent did not think of buying present when hearing Christmas music in shops.

"The message is clear for retailers looking for ways to keep shoppers in-store for longer: instead of using festive tunes just because the Christmas shopping season is about to begin, they can tailor their in-store music to the tastes of their particular customer demographic," says Vanessa Walmsley, senior vice-president of corporate marketing for Mood Media.

"As official figures show recent slower sales growth on the high street, retailers need to be more creative with how they put their customers in the mood to spend this Christmas."

Mood Media, which offers digital signage, fragrance and audio for retail applications, also found scent was important to shoppers.