The holiday season is upon us and with it comes the annual shopping frenzy. There’s a certain magic to it: the scent of fresh fir trees, the warm aroma of gingerbread cookies, shoppers humming along to their favorite holiday tunes as they stroll the aisle. It’s a sensory experience you simply can’t replicate online.

Now, picture a shopper, list in hand, navigating crowded aisles, determined to host the perfect holiday dinner. For brands, this presents a yearly challenge: how to cut through the noise and capture the attention of these focused, mission-driven consumers. The answer might be simpler than you think. In-store advertising, especially in-store audio, is a powerful and often overlooked tool for influencing purchasing decisions and boosting brand sales during the critical holiday season.

Decoding The Holiday Shopper’s Mindset 

This year, a staggering 89% of shoppers plan to take advantage of holiday deals (Suzy Market Research, August 2025). With 74% of consumers planning to do a majority of their holiday shopping in-store, retailers are set for a busy season. The top factors influencing these shoppers are price, promotions, and quality. Many shoppers enter a store with a “get in, get out” mentality, armed with a list that can lead to “purchase blindness” for items not on their radar.

However, while shoppers may have a plan, they are also open to inspiration. In fact, a 2025 Bankrate survey found that 54% of shoppers made an unplanned or impulse purchase during the last holiday season. This is where the power of in-store advertising comes into play. The right environment, including music, digital displays, and sounds, can directly impact a shopper’s mood and dwell time, which in turn affects spending. The top three reasons consumers choose to shop in-store are the ability to interact with products in person, the immediacy of purchase, and theopportunity to discover new products, reinforcing the idea that in-store experiences matter.

The Role of In-Store Advertising

While visual displays, like end caps and digital screens are powerful tools for grabbing shoppers’ eyes, their impact stops at sight. A multi-channel approach pairs that visual spark with another key sense: sound. Digital screens set the scene and reinforce brand messaging, while in-store audio extends the experience, surrounding shoppers wherever they roam in-store. Unlike a screen that can be walked past, audio can’t be skipped or ignored. In-store audio reaches consumers at the  point of purchase, engaging with them right at the shelf and amplifying the influence of those visual cues.

A 2024 Vibenomics In-Store Advertising Report found that 45% of consumers think in-store audio is engaging, and 40% find it persuasive. Furthermore, 48% said in-store audio catches their attention because it is clear and noticeable, and 40% said it introduces them to a new product or brand.

The influence of digital in-store advertising is particularly potent with younger generations. Vibenomics’ 2025 In-Store Audio Report revealed that digital in-store advertising, including audio ads, influences Millennials’ purchase decisions at three times the rate of Baby Boomers. The impact on Gen Z is even more pronounced, with in-store audio affecting their buying behavior over five times more than it does for Baby Boomers. Gen Z and Millennials are also twice as likely as Baby Boomers to notice digital in-store advertising, making these channels key for reaching younger audiences.

Real Results from Vibenomics

The data speaks for itself, but let’s consider a couple of real-world scenarios:

Case Study 1 – Facial Tissue Brand Boosts Seasonal Sales

A leading tissue brand aimed to drive impulse buys during the cold & flu season. Vibenomics’ 4-week audio campaign used a realistic sneeze sound to capture attention, followed by messaging that positioned pocket-size packs as perfect “stocking stuffers.” The relevant, timely ad creative successfully increased product awareness and sales at the point of purchase.

Source: Pathformance, Nielsen Sales Data, 8 weeks pre campaign, 6 weeks in campaign and 2 weeks post campaign

Case Study 2 – Consumer Health Company Drives Multi-Brand Purchases

To increase holiday sales for 7 of its brands, a well known consumer health company used Vibenomics’ in-store audio to promote a high-value offer: spend $40, get a $20 reward. The ad creative clearly explained the simple reward process, encouraging shoppers to act immediately and successfully driving sales across the participating brands.

Source: Pathformance, Nielsen Sales Data, 52 weeks pre campaign, 4 weeks in campaign and 2 weeks post campaign

Final Thoughts

The holiday shopping season is a critical time for brands to sell more products in-store. While shoppers may be rushed, they are also open to suggestions, and in-store audio is uniquely positioned to influence them at the point of purchase. The data from Vibenomics provides definitive proof of audio advertising’s ROI, especially with younger, tech-savvy demographics. By integrating in-store audio into their holiday marketing mix, brands can connect with shoppers and drive measurable sales growth.

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.