Fall is upon us, bringing a shift in consumer behavior that presents an exciting opportunity for brands and retailers. With the crisp air and vibrant colors come eager shoppers, ready to purchase everything from pumpkin-spiced treats to Halloween decorations. According to surveys recently conducted by Vibenomics and Suzy Market Research on Fall and Halloween shopping behaviors, this season offers unique opportunities for businesses to engage with customers directly where they shop—in-store. Let’s explore the key data points from these surveys and how in-store advertising can help you effectively reach more fall shoppers this season.

Embrace the In-Store Fall Shopping Surge

Shoppers are overwhelmingly planning to do their fall shopping in-store, with 83% indicating this preference. Whether stocking up on seasonal items or Halloween goodies, most consumers will visit grocery stores, dollar/discount stores, home improvement stores, and drugstores. Here’s a breakdown:

• Fall Shopping: 39% at grocery stores, 39% at dollar/discount stores, 24% at home improvement stores, and 20% at drugstores.
• Halloween Shopping: 37% at grocery stores, 36% at dollar/discount stores, 21% at drugstores, and 15% at home improvement stores.

With a significant percentage of shoppers heading in-store, your brand can connect with them right where they make purchase decisions. In-store advertising—especially audio and digital signage ads—can catch shoppers’ attention, influence their buying behavior, and boost impulse purchases.

Capitalize on Seasonal Product Popularity

Fall shoppers are searching for specific seasonal items. According to the surveys:

• Fall Purchases: 65% of shoppers are looking for seasonally flavored desserts, 63% for seasonally flavored snacks, and 61% for seasonally flavored beverages.
• Halloween Purchases: 88% are in the market for Halloween candy, 65% for Halloween-themed snacks/foods, and 59% for Halloween decorations.

Promoting these items in-store can significantly boost your sales. Shoppers have already indicated their intent to purchase these products, and in-store advertising is your direct line to influence their final choice. For instance, engaging audio ads highlighting the flavors of your seasonally-themed desserts or beverages can tap into their cravings and push them toward an impulse purchase.

Drive Impulse Purchases with Strategic In-Store Promotions

The data shows that in-store promotions are incredibly effective in driving impulse purchases:

• 67% of fall shoppers said in-store promotions influenced them to make an impulse purchase.
• 71% of Halloween shoppers reported the same.

This is where in-store audio advertising shines. By creating captivating and timely promotions, you can encourage shoppers to add those extra items to their baskets. For example, audio ads that creatively promote a temporary price reduction (TPR) on Halloween candy or a limited-edition seasonal treat can immediately capture shoppers’ attention and prompt them to buy. 

Leverage Key Shopper Motivations: Price, Quality, Variety, and Promotions

Consumers prioritize price, quality, and variety when shopping for fall items. Similarly, price, variety, and promotions/sales are the top considerations during Halloween. Here’s how you can use this to your advantage:

• Price: Emphasize your in-store ads’ deals, discounts, and limited-time offers to appeal to price-conscious shoppers.
• Quality: Use creative messaging to highlight the unique quality of your products—whether it’s the rich flavor of your fall beverages or the durability of your Halloween decorations.
• Variety: Showcase the selection of your offerings to encourage shoppers to explore multiple items within your product line.

By tailoring your in-store audio ads to focus on these motivating factors, you can better align with what matters most to shoppers and drive higher engagement and conversion rates.

Engage Shoppers Across Multiple Retail Formats

The data indicates that fall and Halloween shoppers are open to more than one type of store. Grocery stores, dollar/discount stores, home improvement stores, and drugstores are all popular destinations.

This diverse shopping behavior presents a fantastic opportunity for in-store advertising to cast a wide net. Use customized in-store audio messages that speak directly to the shoppers in these different environments. For example, a message in a dollar store might focus on the unbeatable price of seasonal snacks, while a home improvement store might highlight limited-time offers on fall yard/lawn care items.

Target the Top Fall Products with Tailored Messaging

Shoppers plan on purchasing various items this fall—from seasonal treats to home decor. Your in-store advertising should highlight these key categories:

• Promote Seasonal Flavors: Create ads that celebrate the arrival of fall flavors in desserts, snacks, and beverages, appealing to 65% of shoppers interested in these products.
• Showcase-Themed Decor: With 57% of fall shoppers and 59% of Halloween shoppers looking for seasonal decorations, use visually engaging in-store displays combined with audio ads to inspire and drive purchase decisions.
• Highlight Lawn Care Products: For the 35% of fall shoppers and 31% of Halloween shoppers buying lawn care items, focus on practical messaging that speaks to preparing their yards for the season.

Capture Attention During Key Shopping Moments

Key shopping events like Halloween, Thanksgiving, and Black Friday mark the fall season. Align your in-store promotions with these moments to maximize engagement. For example, create memorable audio ads that build excitement for Halloween costumes or candy and shift to Thanksgiving-themed promotions as the season progresses through dynamic programmatic advertising.

Conclusion: Maximize Your Reach with In-Store Advertising

Most shoppers will be in-store this fall, making it the perfect time to ramp up your in-store advertising efforts. You can effectively reach fall shoppers and boost sales throughout the season by strategically utilizing audio ads highlighting seasonal products, promotions, and critical shopper motivations. Don’t miss the opportunity to capture your share of this in-store shopping surge—let your in-store advertising speak directly to the needs and desires of fall shoppers.

Get ready to make the most of this fall shopping season by engaging your audience where it matters most: in the store!

Getting Started with Vibenomics

Vibenomics, a Mood Media Company, is the leading in-store digital provider with an in-store network that reaches over 170 million monthly unique shoppers and 1 billion monthly shopping visits in the United States. Our platform provides a single, all-in-one retail media network, empowering advertisers to deliver an on-premise experience and connect with consumers via display, audio, and experiential channels.

Ready to elevate your retail media strategy with in-store audio? Click here to engage with Vibenomics today.

Sources: 

1. Vibenomics Fall Shopping Suzy Survey, August 2023
2. Vibenomics Halloween Shopping Suzy Survey, September 2023