Survey: In-store grocery ads convert to purchases for many consumers
Grocery shoppers appear to be more receptive to in-store ads than ever.
Nearly two-thirds (62%) of shoppers say they have purchased a product directly after seeing it advertised on an in-store screen, according to the new 2026 In-Store Shopper Perception Report from in-store media platform Grocery TV. Receptivity to ads increased significantly across every major store zone compared to Grocery TV's 2023 study.
Front-end acceptance jumped from one-third of shoppers to just over half since 2023 for a 23-point increase, according to the latest survey. The acceptance of screens is consistent across age groups, with just an 8-point gap between the most and least receptive. Millennial shoppers lead on overall acceptance (81%), followed by Gen X (80%), Gen Z (74%) and baby boomers (72%).
[READ MORE: Study: Shoppers still value in-store grocery shopping — here’s why]
Entrance, checkout, deli and pharmacy were favorable advertisement zones for at least 84% of shoppers. While all zones saw increased receptivity, formats that blocked products or crowded aisles scored significantly lower.
Nearly two-thirds (62%) of shoppers report purchasing a product directly after seeing an in-store ad. Overall, 95% of grocery shoppers make at least half of their purchase decisions in-store, which Grocery TV says reinforces the store's role as one of the “most influential” moments in the path to purchase.
"The most effective in-store media strategies are built around the realities of how people actually shop," said Marlow Nickell, co-founder and CEO of Grocery TV. "The formats shoppers respond to best deliver value in moments where shoppers are already engaged. When done thoughtfully, in-store media becomes part of the shopping experience rather than an interruption to it. For retailers and brands, this report is a blueprint for building in-store media experiences shoppers actually welcome."
The 2026 In-Store Shopper Perception Report was conducted in March 2026. Grocery TV surveyed 1,018 U.S. grocery shoppers on their attitudes toward in-store retail media across 15 display formats covering every major area of the store.
Grocery TV has more than 120 retail partners, spanning over 6,700 stores nationwide.
