The holiday season is here, and shoppers are eager to tackle their gift lists, find festive décor, and score seasonal deals. The holidays are essential for brands and retailers to capture attention and drive sales. Recent survey data from Vibenomics and Suzy Market Research reveals unique opportunities to connect with shoppers through in-store advertising. In this guide, we’ll share insights on engaging more holiday shoppers and maximizing sales this season.

Embrace the In-Store Shopping Surge This Holiday Season

A significant 80% of holiday shoppers plan to shop in physical stores. Whether picking up gifts, holiday décor, or festive foods, shoppers visit grocery stores, discount retailers, home improvement stores, and drugstores. Here’s the breakdown of where shoppers are heading:

• 35% at grocery stores
• 21% at discount stores
• 24% at home improvement stores
• 14% at drugstores
• 13% at sporting goods stores

With so many consumers opting to shop in-store, it’s the perfect time for brands to leverage in-store advertising—especially audio and digital display—to capture attention, influence buying behavior, and drive impulse purchases.

Understand Why Shoppers Are Heading In-Store

During the holiday season, shoppers flock to physical stores for several vital reasons, each of which presents an opportunity for brands to tailor their in-store advertising campaigns and drive sales:

66% Value the Immediacy of Purchase – They Want Products Now, Without Waiting for Shipping: Many holiday shoppers are eager to get their hands on gifts immediately rather than waiting for delivery.

• Example ad: “Don’t wait for shipping to bring your child’s favorite stocking stuffers! Right now, all candy is Buy One, Get One 50% off! Grab them today while supplies last.”

54% Appreciate the Ability to Interact with Products in Person When Selecting Gifts or Décor: Shoppers enjoy the tactile experience of seeing, touching, and testing products in person.

• Example ad: “Head to the card aisle and pick the perfect holiday card for your loved ones. Touch, feel, and experience the difference in quality.”

53% Enjoy Discovering New Products – It’s the Perfect Time to Highlight Seasonal Offerings: The holidays are prime time for introducing exciting, seasonal items that customers can’t find anywhere else.

• Example ad: “Discover our new seasonal ice cream flavor now available in the frozen aisle, but hurry—this limited-time treat won’t last long!”

46% Prefer the Ease of Comparing Products and Prices In-Store: For many shoppers, comparing products and prices on the spot is a significant advantage of in-store shopping.

• Example ad: “We offer the lowest price on Christmas lights in town! Don’t just take our word for it—head to the holiday aisle and see for yourself!”

In-store advertising allows you to engage with shoppers right at the point of decision, increasing the chances of a purchase. Tailoring your messaging to these motivations—through an engaging audio ad, a digital display, or an interactive product showcase—can significantly boost sales.

Drive Impulse Purchases with In-Store Promotions

The holidays are a prime time for impulse buying, and in-store promotions are vital to tapping into this behavior. According to Vibenomics Oct. 2024 Suzy data, 70% of holiday shoppers say in-store promotions influenced impulse purchasing decisions.

Strategic in-store promotions, such as limited-time offers, flash sales, or buy-one-get-one deals, can spark immediate action. For example, an audio ad highlighting a seasonal discount on holiday gifts or exclusive treats can grab attention and prompt shoppers to add extra items to their baskets. With shoppers increasingly looking for last-minute deals, well-timed promotions can significantly impact sales.

Leverage Shopper Motivations: Price, Quality, Brand, and Promotions

Understanding what drives holiday shoppers can help brands craft in-store ads that resonate and motivate action:

• Price: Shoppers are hunting for deals. Highlight limited-time discounts and exclusive in-store promotions to appeal to budget-conscious buyers.
• Quality: Holiday shoppers often seek premium products for gifts and celebrations. Use your messaging to emphasize the quality of your offerings—whether it’s the richness of seasonal treats or the durability of holiday décor.
• Variety: Shoppers love options. In your ads, showcase many holiday-themed products to encourage shoppers to explore and pick up multiple items.
• Promotions: From Black Friday discounts to exclusive holiday bundles, promoting special offers in-store can increase foot traffic and conversions.

By focusing your in-store ads on these motivators, you can effectively engage with holiday shoppers and increase sales.

There’s Never a Bad Time to Reach Holiday Shoppers

When it comes to holiday shopping, timing matters. And the good news is, there’s never a wrong time to reach shoppers. Data shows that:

• 67% plan to do most of their shopping in November
• 21% start shopping at the beginning of December
• 10% start as early as October
• Only 1% wait until the end of December

Reaching holiday shoppers early can help capture their attention and boost sales throughout the season. The holidays aren’t just limited to December—many shoppers are already in the buying mindset in October and November, so it’s essential to connect with them early.

Capture Attention During Key Shopping Moments

Holiday shopping peaks around critical events like Thanksgiving, Black Friday, Hanukkah, Christmas, and New Year’s. Align your in-store promotions with these moments for maximum impact. Use dynamic audio and digital ads to build excitement during Thanksgiving and Black Friday, shift to Christmas-themed promotions as the season progresses, and highlight New Year’s offers.

Conclusion: Maximize Your Reach with In-Store Advertising

With most holiday shoppers choosing to shop in-store, the holiday season presents a unique opportunity to ramp up your in-store advertising efforts. By strategically using audio ads and digital displays to highlight seasonal products, promotions, and critical shopper motivations, you can effectively reach more shoppers and drive higher sales throughout the season.

Ready to make the most of this festive shopping season? Engage your audience where they’re shopping—inside the store—and boost your holiday sales today!

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 shoppers in real-time.

Are you looking to elevate your retail strategy this holiday season? Click here to get started with Vibenomics.

Source: Vibenomics Holiday Shopping Suzy Survey, October 2024