Football season is a prime opportunity for brands and advertisers to win big with shoppers. Game-day events bring people together, and with them comes a surge in shopping for party snacks, drinks, and other essentials.

Recent survey data from Vibenomics and Suzy reveals how deeply engaged shoppers are in game-day activities and how in-store advertising can be the game-changer for brands looking to drive awareness and increase units sold. In this guide, we’ll break down key consumer insights and share how brands can leverage in-store audio and display to boost sales this football season.

Shoppers Are Gearing Up for Game Day and They’re Doing It In-Store

Football season isn’t just a moment, it’s a movement. This year:

• 70% of shoppers say they’re participating in game-day events or activities.
• 83% of shoppers plan to do most of their game-day shopping in-store.
• 74% say they’ll shop primarily at a grocery store.

That means millions of consumers are heading in-store each week leading up to game day, ready to stock up. This creates a massive opportunity for brands to connect directly with shoppers at the point of purchase, where decisions are being made in real time.

Game-Day Shopping Is All About the Essentials

When it comes to filling up the table for a game-day gathering, shoppers are focused on core categories:

• Chips, Crackers & Pretzels (79%)
• Cheese Products (68%)
• Bread (67%)
• Packaged Meats (64%)
• Adult Beverages (64%)

These staples are go-to items for game-day hosts and party-goers alike. Brands in these categories should expect a surge in demand and prepare to stand out from the crowd.

That’s where in-store audio and digital displays can make all the difference.

In-Store Advertising Drives Real Results

With football fans already headed to stores, brands need a playbook to catch their attention and move products off the shelf. Here’s why in-store advertising is so effective during game-day season:

Shoppers Are Actively Looking for Promotions

80% of shoppers say in-store promotions influence their purchase decisions for game-day events. When brands use audio ads to announce discounts, spotlight new flavors, or promote bundles, they’re directly tapping into this shopper behavior.

Audio Script Example: [Sound of a soda can opening] “Hosting for the upcoming big game? Stop by aisle 8 to pick up refreshing, bold flavors from our probiotic soda line, now on sale for only $3.99 a 6-pack. Crowd-pleasing taste, unbeatable value.”

Price, Promotion, and Quality Drive Decisions

Consumers are shopping with intent, and they’re tuned into:

• Price: Value matters. Highlight your best deals to win the basket.
• Promotion: Limited-time offers or “buy more, save more” deals catch attention.
• Quality: Shoppers want products they trust to serve their guests.

Pairing targeted audio ads with eye-catching in-store displays ensures your brand is visible and compelling at the moment it matters most.

Audio Script Example: [Football announcer voice] “Tailgate season is here! Score big with 2 party-size bags of chips, get the 3rd FREE, only in aisle seven. Don’t miss this game-winning deal!”

Why Audio Advertising Is the MVP This Season

Audio ads work because they meet shoppers where they are: in the moment. As shoppers move through the store, audio creates an ambient influence that can guide decisions in real-time, especially during high-traffic shopping windows like weekends or the hours leading up to a big game.

Whether it’s promoting a snack deal or reminding shoppers about must-have drinks, in-store audio drives impulse purchases and brand recall, even in categories with tight competition.

In-Store Success Story

A leading American paper towel brand partnered with Vibenomics for an In-Store Audio campaign to increase brand awareness and drive in-store sales. The campaign’s objective was to elevate brand awareness and drive in-store sales by positioning the brand’s paper products as an essential item for any game day celebration.

Designed to engage football and gameday shoppers, the 4-week audio campaign featured a dynamic, sports-themed voiceover that captured the energy of game day gatherings. By calling out familiar game day messes like buffalo sauce spills and snack-time crumbs, and directing shoppers to the paper and cleaning aisle, the campaign created a timely, relevant connection.

The results? A 4.5% sales lift and $7.48 iROAS. 

Make the Most of the Football Shopping Frenzy

Game-day shopping presents a golden opportunity for CPG brands, beverage companies, and snack makers. With such a large portion of consumers shopping in-store, it’s time to own the aisles. Here’s how:

• Leverage in-store audio to highlight promotions, savings, and product benefits.
• Deploy engaging displays near high-traffic areas, like the chip aisle, deli, or beer section, to reinforce messaging visually.
• Tailor your message to football fans by leaning into the excitement of the season, using relevant language (“tailgate ready,” “game-winning snacks”), and creating urgency with time-sensitive offers.

Final Whistle: Score More Sales with In-Store Strategies

Football season brings fans into the store and the brands that show up in the right way will come out on top. By using in-store audio and display advertising, brands can engage shoppers in real time, drive impulse buys, and move more product during one of the year’s most social, snack-filled seasons.

So, huddle up your marketing team and get your in-store strategy ready. With 7 out of 10 shoppers planning to celebrate game-day and 80% influenced by in-store promotions, now’s the time to turn game-day into gain-day for your brand.

Getting Started with Vibenomics

Vibenomics is a leading in-store advertising provider, reaching over 170 million unique shoppers and 1 billion shopping visits monthly. Our platform enables brands to deliver impactful audio, display, and experiential ads to engage consumers in real time.

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