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Unwrap Holiday Shopping Trends
The holiday season is upon us, and with it comes the festive flurry of gift-giving, feasting, and merry-making. Understanding the nuances of holiday shopping behaviors is crucial for retailers aiming…
December 5, 2023

The holiday season is upon us, and with it comes the festive flurry of gift-giving, feasting, and merry-making. Understanding the nuances of holiday shopping behaviors is crucial for retailers aiming to make the most out of this season. 

Vibenomics, in collaboration with Suzy Market Research, has gathered valuable insights into the minds of consumers during this festive period. Let’s explore critical findings from the data and dive into how in-store audio advertising can play a pivotal role in enhancing the holiday shopping experience.

The In-Store Shopping Trend

78% of consumers plan to do their holiday shopping in-store (Vibenomics Suzy Market Research, Oct. 2023). This data point indicates a strong inclination towards the traditional brick-and-mortar shopping experience, emphasizing the importance of optimizing in-store strategies to capture the attention of holiday shoppers. 

Store Preferences

Breaking down the in-store shopping trend further, 36% of consumers plan to do most of their holiday shopping at grocery stores, 31% at dollar and discount stores, and 22% at home improvement stores (Vibenomics Suzy Market Research, Oct. 2023). Understanding these preferences allows retailers to tailor their shopping experiences and brands to adjust their marketing efforts to specific audiences and merchandise accordingly.

Holiday Deal Seekers

Holiday deals are a significant draw for shoppers, with 61% expressing their intent to take advantage of retailer/brand-specific holiday sales (Vibenomics Suzy Market Research, Oct. 2023). This statistic presents an opportunity for retailers to strategically promote their holiday offers and capture the attention of bargain-seeking consumers.

Product Preferences

77% of consumers plan to purchase groceries during the holidays, followed closely by 68% for holiday-themed food/snacks and 54% for adult beverages (Vibenomics Suzy Market Research, Oct. 2023). Retailers can leverage this information to curate unique holiday-themed displays and strategically position products to meet consumer demands.

Factors Influencing Purchases

Regarding decision-making, consumers prioritize price, quality, and promotions/sales. This data emphasizes the importance of offering competitive prices, maintaining high product quality, and effectively communicating promotional offers to sway consumer choices.

The Role of In-Store Audio Advertising

In this landscape of holiday shopping preferences, in-store audio advertising emerges as a powerful tool for retailers. Vibenomics data supports the idea that audio advertising can significantly impact product discovery, brand sales, and overall shopping experience. Here’s how:

  • Product Discovery: In-store audio advertising can highlight specific products, promotions, and holiday deals, guiding consumers toward new and exciting discoveries as they navigate the aisles.


As retailers gear up for the holiday rush, understanding the intricacies of shopper behavior is crucial. Vibenomics Suzy Market Research on Holiday Shopping Behaviors provides valuable insights that can guide brands and retailers in tailoring their strategies to meet consumer expectations. By incorporating in-store audio advertising, retailers can elevate the holiday shopping experience, driving sales and creating lasting connections with consumers in this joyous season!

Getting Started with Vibenomics 

Vibenomics, a Mood Media Company, is the leading in-store digital advertising provider with 23,600+ shopping locations in the U.S. Our platform provides a single, all-in-one Retail Media network, empowering advertisers to deliver an on-premise experience and to connect with customers via display, audio and experiential channels. 

Ready to learn how Vibenomics can elevate your Retail Media strategy with in-store audio? Click here to engage with Vibenomics today!

About Suzy Enterprise Market Research 

Suzy Market Research is a comprehensive consumer insights platform seamlessly incorporating AI-driven quantitative and qualitative research and top-tier audiences within a unified research cloud. With the endorsement and trust of more than 500 prominent brands spanning 22 industries, the Suzy platform has solidified its reputation.

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