What Advertisers Should Know to Target their Audience in the Supermarket during the Holidays

Data and insights from 800+ shoppers across the U.S. paired with tips + strategies for your brand's advertising success.

Introduction

Are people still shopping in person? What types of advertising campaigns do consumers want to see right now? These questions are top of mind for marketers looking to reach their audience in stores this holiday season.

People might feel comfortable going on vacations and dining at restaurants one moment, then decide to mostly stay home and order food deliveries online instead. In the early days of the pandemic, brands and agencies pressed pause on many of their advertising campaigns and started reevaluating their budget priorities. Due to the delta variant and the recent rise of COVID-19 cases, the advertising industry hit yet another wall.

However, brands aren't pulling money out of ad campaigns this time around. Marketers have become more flexible with their strategies after experiencing the ups and downs of the pandemic.

Despite this preparedness, there's still the question of how consumers will feel as the holidays approach. We conducted a survey with over 800 participants across the U.S. to gain insight into their shopping habits, holiday plans, and advertising preferences.

Our goal is to give you key takeaways and actionable advice to help run successful campaigns this fall.