As grocers continue to digitize their physical spaces, consumer reception to in-store media is undergoing a significant shift. According to the 2026 In-Store Shopper Perception Report—co-published by the retail media platform Grocery TV and independent analyst Andrew Lipsman—shoppers are increasingly open to digital screens throughout the grocery store environment.
Rising Acceptance Across Store Zones
The study, which surveyed over 1,000 grocery shoppers, highlights a marked increase in the acceptance of in-store digital advertising compared to data from 2023. This trend is most prominent at the store’s front end, where acceptance has climbed by 23 percentage points, with just over half of shoppers now viewing these screens favorably.
Broadly, shoppers reported high favorability toward screens placed at key touchpoints:
- Store Entrances: 84% view these favorably.
- Checkout Areas: 84% view these favorably.
- Deli Counters: 84% view these favorably.
- Pharmacies: 84% view these favorably.
Conversely, the study noted that screens that physically obstruct products or create aisle congestion receive lower scores from consumers.
The Power of Contextual Relevance
The report underscores that physical placement is only half the battle; relevance is the other. Consumers are 2.5 times more likely to consider a brand if the advertisement matches their immediate surroundings and nearby products. Additionally, 86% of shoppers stated that contextually relevant ads on endcaps are an important component of their overall shopping experience.
The effectiveness of these displays is substantial:
- More than 60% of shoppers have made an immediate purchase after seeing an item advertised on an in-store screen.
- Research indicates that in-store product discovery converts at nearly twice the rate of online discovery.
- With 95% of grocery shoppers making at least half of their purchase decisions while inside the store, the opportunity for well-placed media is immense.
Demographic Consistency
Unlike many other digital advertising trends, receptiveness to in-store screens remains relatively consistent across different age groups, with only an 8-point gap between the most and least receptive demographics. Millennials lead the group in acceptance (81%), followed closely by Gen X (80%), Gen Z (74%), and baby boomers (72%).
Frequently Asked Questions (FAQ)
Q: Are shoppers generally annoyed by in-store digital screens? A: According to the 2026 data, the trend is moving toward higher acceptance. Most shoppers view screens favorably at high-traffic areas like entrances and checkout lines, provided they do not block products or crowd the aisles.
Q: Why is context important for in-store advertising? A: Shoppers are 2.5 times more likely to consider a brand if the advertisement is contextually relevant to the products currently in their immediate vicinity.
Q: Does age significantly affect how shoppers view in-store ads? A: No, the study found only an 8-point difference between the most and least receptive demographics, showing that in-store digital advertising appeals to a wide range of age groups.
Sources
- Supermarket News Staff. (2026, June 2). Shoppers increasingly receptive to in-store digital advertising, study finds. https://www.supermarketnews.com
Additional References
- Grocery TV & Media, Ads + Commerce. (2026). 2026 In-Store Shopper Perception Report.
- eMarketer. Research on In-Store Product Discovery Conversion Rates.
