In today’s evolving retail landscape, where 79% of consumers still shop in-store, brands and advertisers are facing increased pressure to meet shoppers where purchase decisions are made. Understanding how different generations shop in-store is critical for crafting impactful advertising strategies that resonate with consumers and build long-term brand loyalty.

To uncover how in-store advertising impacts shoppers—from Gen Z to Baby Boomers—Vibenomics partnered with Suzy to survey 973 consumers aged 18 to 79. All respondents self-identified as primary or shared household shoppers, providing firsthand insights into what drives their in-aisle decisions.

This report reveals how different generations navigate the in-store environment. It also unveils opportunities to create more targeted, generation-specific advertising strategies that drive brand awareness and influence shoppers at the point of purchase.