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Why 43% of Shoppers Judge Stores by Vibe, Not Just Value
While today’s retailers are locked in a fierce battle over price points and inventory, our latest retail data solutions reveal a shift in consumer behavior that is much harder for competitors to replicate: the power of a curated, sensory-driven atmosphere.
Shoppers Now Judge Stores by Vibe, Not Just Value
You walk into a retail store on a Saturday afternoon, and before you’ve consciously registered what you’re hearing, the upbeat, on-brand playlist has shifted your mood. The lighting is warm, the scents are well-balanced. Digital screens near the entrance show off new arrivals that align with the season and are exactly what you’ve been looking for. You came in for one thing, but 30 minutes later, you’re still browsing, considering, and adding new things to your cart.
That’s the power of in-store media done right. Price and product matter, especially in today’s economy. But the sensory experience of the in-store environment plays a bigger role in how shoppers feel and buy than most retailers realize.
We surveyed American shoppers to understand exactly how in-store media like music, in-store messaging, and digital screens affect their shopping journeys and product discovery. We found that approximately 43% of shoppers say the atmosphere is what stands out most in their favorite stores. The key? Alignment.
When in-store media elements are intentionally designed to complement each other, they create a cohesive experience that influences how long shoppers stay, what they discover, and whether they come back. Misaligned elements can have the opposite effect, leaving shoppers feeling disconnected from the brand.
Here’s what else we learned about how shoppers choose stores.
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43% of shoppers say the atmosphere is what stands out most in their favorite stores.
%
of surveyed shoppers said in-store media catches their attention and actually strengthens their connection to a brand.
Atmosphere is not background noise
Between inflation, tariffs, and the general state of the economy, shoppers are eager to find the best deals and prices. However, price alone is not a competitive differentiator anymore. Retailers must prioritize creating an in-store environment that justifies the trip, transforms browsing into discovery, and makes customers feel something worth returning for.
Atmosphere shapes discovery, drives conversion, and builds lasting brand connections. Around 63% of surveyed shoppers said in-store media catches their attention and actually strengthens their connection to a brand. A beauty retailer that has an amazing fragrance, a sustainable fashion brand using digital signage to break down their supply chain, an outdoor retailer playing indie rock — these sensory experiences resonate more deeply and foster loyalty with customers.
A well-designed environment sets the right tone and turns shoppers into advocates. Over half of respondents believe an engaging in-store moment was compelling enough to share, either on social media (19%) or in conversations with friends and family (44%). Younger generations are likely to talk about memorable experiences, as 50% share them with their circle, while 27% post about them online.
Atmosphere can be subtle, but it’s one of retail’s most accessible loyalty levers. Unlike foot traffic or market conditions, atmosphere is something retailers can design and control, and it gives brands and retailers the opportunity to build deeper relationships with customers.
When the vibe is right, shoppers stick around
The National Retail Federation estimates that holiday sales will surpass $1 trillion for the first time all year. A huge part of that success comes down to the in-store holiday spirit: festive instrumentals and indie covers, digital screens promoting holiday deals, audio messages about the extended holiday return policy. About 90% of shoppers say a store’s music, visuals, and store design match their mood at least sometimes, including the 13% who say it always matches their mood.
Good vibes mean higher sales. About a quarter (24%) say that in-store media frequently engages them more deeply and causes them to linger. Every extra minute a shopper spends in-store increases the likelihood they’ll discover something unexpected, like finding the perfect gift they weren’t actively searching for. This environmental personalization lets you meet the emotional expectations of customers while they’re in the store.
Good music and timely promos are shopper favorites
Shoppers already know what works. About 56% find on-brand music and timely promotions to be the most useful in-store content. Music makes people feel good, and it creates subtle cues that make shoppers feel welcome and willing to engage. Timely promotions match the energy of the season while delivering immediate, actionable value that can influence purchase decisions on the spot.
This combination of vibe and value resonates especially well with younger audiences. Millennials and Gen Z tend to be more atmosphere-driven overall, as 32% say in-store media encourages them to browse longer (compared to 41% of Baby Boomers and Silent Generation shoppers who say it doesn’t affect their experience at all). Younger shoppers (17%) also value music more than older shoppers do (3%). As they grow in purchasing power, getting the atmosphere right is essential for staying relevant.
%
of shoppers find on-brand music and timely promotions to be useful in-store.
%
of Millennial and Gen Z shoppers say in-store media encourages them to browse longer.
Easy to find, easy to buy
Shoppers love stores that help them find what they need quickly. Around 23% say navigation cues are the most memorable part of their store visit, signaling just how much friction-free shopping matters. Digital signage that guides shoppers down certain aisles or highlights a sale or a beloved brand actively shapes the path to purchase.
And when in-store media highlights a product, shoppers take action:
%
look it up online
%
search for it immediately in-store
%
take a picture or note it for later
%
of shoppers convert that moment of attention into tangible next steps.
That means over 60% of shoppers convert that moment of attention into tangible next steps. While 27% say they simply notice the media, the majority are moving from awareness to intent, and often to purchase.
This is where navigation becomes a conversion tool. By helping shoppers discover products they didn’t know they needed or quickly find what they came for, the in-store environment eases decision-making and builds confidence. Easy navigation and discovery help people feel better about their experience while encouraging them to spend more.
Notably, older and younger generations value navigation differently. Baby Boomers and the Silent Generation place more value on messages or displays that make it easier to navigate or discover products (45%) compared to Millennials and Gen Z (15%), who prioritize music and overall vibe.
At the same time, 19% of younger shoppers say they remember specific products or screen displays, a higher rate than other age groups. As the “little treats” generations, Millennials and Gen Z may not consciously value navigation, but they’re still aware of and responsive to it. In-store environments that balance atmosphere with clear navigation cues are capturing the spending habits of both younger and older shoppers.
Which retailers have room for growth
When it comes to in-store media execution, not all retail categories are created equal. And shoppers have opinions about who’s doing it well and who isn’t.
Fashion and apparel retailers are leading the pack, with 53% of shoppers saying they do in-store media well. Clothing stores seem to understand that atmosphere sells, making their in-store environment an immersive experience where music, messaging, and visuals work together to inspire shoppers.
Grocery stores (44%) and department stores (42%) aren’t far behind, as grocery stores like Kroger and Albertsons are embracing in-store retail media, and department stores like Macy’s push in-store campaigns through digital screens.
On the flip side, QSRs, fast-casual restaurants, and home goods stores are underperforming, pointing to major gaps in the in-store experience. Why? Many of these locations suffer from uninspired environments, generic playlists, and displays that fail to engage. This is where a solid in-store media strategy can turn the gap into opportunity, creating environments that feel intentional while naturally capturing attention instead of competing for it.
Shoppers will only grow more eager for immersive experiences. They’re most looking forward to:
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Digital screens or signage with promotions or demos
%
Interactive kiosks or touchscreens
%
Music or sound that adapts to shopping behavior
The future of in-store media means creating responsive, dynamic environments that feel personalized and intentional. That’s how you get shoppers through the door and make it hard for them to leave.
The takeaway: Don’t underestimate the power of atmosphere
Shoppers notice, remember, and reward stores that get the environment right. As we head into the busiest shopping season of the year and beyond, retailers who design experiences that resonate emotionally are poised to take the lion’s share of shoppers’ loyalty and attention.
Give shoppers something they can’t get online: an atmosphere worth returning for. When your in-store media is aligned and intentional, it creates the kind of cohesive experience that keeps people coming back. The same principles that make retail environments memorable apply across the hospitality industry. Mood Media helps brands in retail, QSR, and beyond create environments that drive discovery, extend dwell time, and build lasting connections. Explore our solutions or reach out to our team to design an experience your shoppers will remember.
PANBlast
PANBlast, a division of PAN, serves emerging and high-growth brands spanning the B2B SaaS technology sector. With more than 20 years of success, we have a deep understanding of the unique challenges in scaling a SaaS business. By working with PANBlast, you’ll get a modern SaaS PR agency that understands how to deliver PR programs to drive business impact.
Mood Media Survey
Mood Media surveyed 1,000 U.S. adults ages 18+ in 2025, in partnership with Dynata, a leading global data and insights platform that connects researchers with consumers and business professionals. The study examined shopping behaviors, sensory preferences, and the impact of in-store atmospheric elements across different demographics. The research analyzed customer responses to music, scent, and visual design, generational differences in shopping habits, and attitudes toward retail experiences in retail and hospitality environments.
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