Even in an era of digital convenience, in-store remains a critical touchpoint for brands. According to Vibenomics’ 2025 In-Store Advertising Report, consumer behavior isn’t one-size-fits-all; it’s deeply influenced by generation.
For brands and agencies, understanding the nuances of how different age groups shop in-store is the key to unlocking more effective advertising, driving sales, and building lasting loyalty right at the point of purchase. This report provides a roadmap to connecting with every shopper, from Gen Z to Baby Boomers.
Generational Snapshot
A striking takeaway from the report is that every generation continues to shop in-store, they just do it for different reasons and with different expectations.
The universal truth is that the in-store environment is thriving. The opportunity lies in tailoring the in-store experience to each group’s unique mindset.
Shared Shopping Behaviors: The Common Ground
Despite their differences, generations share common ground that makes in-store media a powerful tool across the board.
In-Store Visit Frequency
All generations are frequent visitors to essential retailers like grocery stores (over 94% for all groups), drugstores, and dollar/discount stores. This creates a consistent, high-traffic environment for advertising.
Responsiveness to In-Store Discovery
Browse leads to buying. A significant majority of Millennials (74%), Gen X (87%), and even Baby Boomers (82%) report discovering new products while shopping in-store.
Sensory Impact
The combination of sight and sound has a proven impact. In-store audio is seen as informative by majorities across generations, and when combined with visual cues, it creates a memorable brand moment.
Differences by Generation
Here’s where a segmented strategy becomes crucial. Each generation navigates the store with a distinct mission and mindset.
Gen Z: Tech-Driven, Music-Influenced, Fast Decision-Makers
Drawn by immediacy (63%), Gen Z wants to get what they need and go. However, they are also open to discovery and highly influenced by the store’s atmosphere. A remarkable 1 in 2 Gen Z shoppers has purchased a product after hearing an in-store audio ad, making them the most responsive generation to audio.
Millennials: Convenience-Focused, Experience-Driven
This group shops in-store to physically interact with products (60%). They are explorers who value convenience and brand alignment. With 74% discovering new items while browsing in-store and 37% influenced by audio and display ads, they are primed for messages that tell a product story and enhance their experience.
Gen X: Deal-Seeking, Brand-Loyal Mission Shoppers
Gen X values efficiency (74% cite immediacy as their top reason to shop in-store) but remains highly open to discovering new products in-store (87%). They are loyal to store types like discount and grocery retailers, suggesting they appreciate value. They respond to clear, informative messaging that respects their time and intelligence.
Baby Boomers: Clarity-Focused, Less Impulsive
Boomers are purposeful, habitual shoppers, with 53% stating they repeatedly purchase the same products. They prioritize familiarity and trust. While less influenced by digital display, over half view in-store audio ads as informative, showing an openness to helpful, non-intrusive information that reinforces brand reliability or highlights practical value.
In-Store Audio Ad Opportunities
For a CPG brand or agency, this data provides a clear playbook for tailoring audio creative to maximize resonance to every generation.
Gen Z
Use energetic, upbeat audio with modern music to grab their attention. Messages should be quick, dynamic, and highlight instant benefits or entertainment value.
Example: A TikTok-viral makeup brand leverages its social proof with an in-store audio ad voiced by a top Gen Z influencer. The ad uses a fast-paced, authentic voiceover to quickly highlight the new product’s convenience and key benefits, creating a sense of FOMO (fear of missing out) and driving immediate purchase.
Millennials
Focus on brand-aligned information and storytelling. Use a confident, authentic tone to explain product benefits, sourcing, or values that connect with their lifestyle.
Example: An established coffee brand introduces its new dairy-free cold brew via an in-store audio ad. The ad features a calm, knowledgeable female voice, creating a sense of a trusted recommendation. The creative quickly communicates the product’s convenient, healthy benefits and directs shoppers to the refrigerated aisle, positioning it as the perfect solution for their busy, wellness-oriented lifestyle.
Gen X & Boomers
Deliver clear, simple, and value-oriented messages. A calm, authoritative voice that highlights promotions, quality, and reliability will build trust and encourage a purchase.
Example: A leading salad brand leverages its 50-year heritage in an in-store audio ad promoting a limited-time BOGO offer. The ad features a confident, trustworthy male voice that cuts through the noise with a clear value proposition. The creative focuses on the immediate savings and trusted quality, compelling shoppers to take advantage of the deal before it’s gone.
Conclusion
In today’s retail landscape, a one-size-fits-all advertising strategy is no longer sufficient. To truly connect with consumers, brands and agencies must move beyond simply being seen and instead focus on being heard, noticed, and remembered.
By strategically combining audio and display—such as energetic sound to draw Gen Z to an interactive screen or clear, value-driven audio to reinforce a promotion for Boomers—brands can create a powerful sensory synergy. The key is to continuously test, learn, and refine using real-time shopper data, transforming a routine shopping trip into a powerful and resonant brand interaction for every generation.
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.
Source: Vibenomics 2025 In-Store Advertising Report: Generational Shopping Behaviors, July 2025, n=973
