Walk into any great retail store and you’ll notice something in the air: music. It’s not just background noise; it’s a carefully chosen soundtrack that shapes how people feel, how long they stay, and even what they buy. The right music transforms shopping from a transaction into an experience, one that customers remember long after they leave.
Why Music Matters in Retail
Music is the heartbeat of your store’s atmosphere. The right playlist sets the tone, sparks emotion, and makes shoppers feel at home. Think about it: a spa with gentle, ambient melodies feels calm and restorative, while a sneaker shop with modern beats feels vibrant and in motion. Music defines what customers expect from your brand before a single word is spoken.
At Custom Channels, we’ve seen how powerful this can be. In retail, music is one of the easiest ways to stand out in a crowded market. It influences dwell time, drives purchases, and builds a connection between your customer and your brand identity. In fact, recent studies show that music influences consumer choice 50% of the time when deciding where to shop or eat. The atmosphere matters just as much as the product.
Set the Scene, Shape the Brand
Your music should be as distinct as your brand. A well-curated playlist doesn’t just fill silence; it reinforces your store’s personality and makes people feel something real. Are you aiming for calm and luxurious, or upbeat and adventurous? Do you want customers to move quickly through your store or stay and explore? Every song sends a message.
Music also needs to evolve with your brand and audience. Generational taste is a key factor. Millennials, for example, still talk about the early 2000s Hollister store experience: a perfect blend of lighting, scent, and sound. Tracks like “Here In Your Arms” by Hellogoodbye, “Ocean Avenue” by Yellowcard, and “The Anthem” by Good Charlotte defined an era. Those songs made people feel something. So much so that fans have created nostalgic playlists like Hollister Store 2000s and Hollister 2000s Vibes, proof that when you get the atmosphere right, it sticks with people for decades.
That’s the goal: music so well-matched to your brand that it becomes part of your identity. When your customers hear those songs years later, they’ll still think of you. Imagine if your business could create that same kind of nostalgia, a soundtrack tied to your space, your products, and your customer memories.
From One-Size-Fits-All to One-of-a-Kind
Most retailers still settle for “good enough”: a Spotify playlist, a radio station, or a looping set of songs that rarely change. But your brand isn’t generic, so your sound shouldn’t be either.
Custom Channels helps brands move from one-size-fits-all music to truly customized soundscapes. We consider everything from your demographics to your brand personality: whether your customers are Gen Z, millennials, or Gen X; whether your identity is trendy and social or warm and loyal. We tailor playlists that evolve by daypart (morning calm, afternoon energy, evening wind-down) and by season, keeping your sound fresh all year long.
Music is one of the most cost-effective brand investments you can make. It doesn’t just enhance your space; it tells your story in real time.
Case Study: Aviator Nation and the Sound of a Resurgence
A perfect example of how music builds culture comes from Aviator Nation, a brand that’s been around for years but is experiencing a massive resurgence in 2025. Aviator Nation has always embodied California cool, but lately, it’s everywhere again: seen on musicians, influencers, and celebrities like Adam Sandler, who famously wore head-to-toe Aviator Nation at the 2025 Oscars. Music has been a huge part of that brand revival.
During the Grateful Dead’s 60th Anniversary Celebration at Golden Gate Park, Aviator Nation partnered with Custom Channels to create a three-day in-store event at their San Francisco location. We built a full custom playlist that matched the brand’s vintage aesthetic with the Dead’s iconic sound. The result? Fans shared videos, posted stories, and tagged both brands on social media, turning music into organic marketing and increasing dwell time in-store.
It’s a clear example of how music isn’t just background noise; it’s a growth strategy. When done right, it drives sales, engagement, and brand awareness all at once.
How Music Boosts Sales and Sticks in Memory
Music affects customer behavior in measurable ways. Studies show that when shoppers enjoy the music, they stay longer and spend more. In fact, when music matches a brand’s identity, transactions can increase by as much as 9%. That’s the power of atmosphere done right.
- Keep Shoppers in the Store: Engaging playlists encourage customers to stay, explore, and interact with your products.
- Elevate Perceived Value: Premium sound elevates the perceived quality of your products. Jazz, acoustic, or modern indie tracks can make your merchandise feel more upscale.
- Drive Action with Tempo: Faster tempos create energy during sales or busy times; slower tracks support relaxed browsing and higher-end experiences.
For more insights, check out The Sound of Sales, a deep dive into how sound influences shopping behavior and revenue.
The Bottom Line: Create an Experience People Remember
Music has always been tied to memory. The right sound can anchor a moment in time and make it unforgettable. Hollister did it in the 2000s. Aviator Nation is doing it now. And your brand can too.
When your music matches your identity, fits your audience, and evolves with your brand, you build an atmosphere that customers want to return to again and again. The soundtrack you choose today could be what defines how your brand is remembered tomorrow.
Want to create a memorable in-store experience that drives results? Let’s talk about how Custom Channels can make your business sound as iconic as it looks →
