Holiday Shopping Insights: What Consumers Want

Despite e-commerce growth, consumers still prefer in-store shopping across all retail sectors. Vibenomics’ In-Store Data Report, which surveyed 1,000-plus household shoppers, uncovered this and several other trends to help guide retailers in optimizing in-store experiences during the upcoming holiday season.

Brick-and-mortar stores provide a space for customers to discover new products and connect with them, driving both planned purchases and impulse buys. To capitalize on this opportunity, retailers should focus on enhancing in-store experiences, implementing personalized marketing (without compromising privacy), and leveraging digital in-store advertising. Addressing these areas sets retailers up for creating a positive experience that inspires spontaneous purchases and complements the holiday spirit.

The In-Store Advantage: Blending Physical and Digital Experiences

The preference for in-store shopping, particularly prominent in grocery, convenience, and discount stores, stems from three key factors: immediate access to products, the ability to physically examine items, and ease of price comparison. These advantages drive purchase decisions, especially during the holiday season, with 78 percent of shoppers discovering new products while browsing in-store and 53 percent of purchases influenced by in-store promotions.

While the above stats illustrate the role physical store environments play in shaping consumer behavior, modern shoppers expect more than just a traditional in-store experience for their holiday shopping. In fact, 97 percent of consumers value seamless integration between their online and in-store shopping experiences. This presents an opportunity for retailers to enhance the in-store advantage by blending physical and digital elements. Effective strategies include:

• leveraging in-store audio to target consumers with dynamic ads and real-time product information about holiday deals;
• utilizing digital displays for interactive product showcases and personalized promotions of seasonal items; and
• implementing retailer mobile apps for in-store navigation, product scanning, and exclusive holiday offers.

This blended approach allows stores to leverage the strengths of in-person shopping — e.g., product discovery and promotional impact — while addressing consumers' growing expectations for digital integration.

Enhancing In-Store Experiences

Vibenomics' report revealed a surprising insight: 60 percent of consumers aren't very concerned about personalized advertising based on their shopping history or demographics. This opens the door for retailers to implement tailored strategies without raising privacy concerns as shoppers search for the perfect gifts.

By employing transparent data usage policies, opt-in personalization programs, and contextual targeting, retailers can offer customized product recommendations, targeted in-store promotions, and personalized wayfinding assistance. These strategies significantly enhance the shopping experience, making it more relevant and engaging for each customer while complying with local and federal regulations.

Complementing personalization efforts, in-store audio emerges as another powerful tool for influencing shopper behavior during the holiday rush. The report shows that 37 percent of shoppers sought out advertised products after hearing in-store audio, with 35 percent making a purchase based on these advertisements. Effective audio content serves multiple purposes:

• 63 percent of shoppers found promotional announcements attention-grabbing;
• 40 percent said it introduced them to new brands or products; and
• 31 percent found it helpful in locating items within the store.

By combining thoughtful personalization with strategic audio content, retailers can create a more engaging and productive shopping environment. This dual approach enhances the customer experience while driving sales during the busy holiday season. As consumers continue to value in-store shopping, these strategies, along with seamless online integration, will be key to meeting shopper expectations and maximizing retail success in the competitive holiday market.

As vice president of advertising sales at Vibenomics, a Mood Media company, Steve Triplett brings extensive expertise in digital media sales to the forefront of in-store advertising innovation.