After years of enduring digital solitude post-pandemic, consumers are coming back to life - IRL, or "in real life," that is. And that includes everyday experiences like retail and grocery shopping. This - and other factors - are driving a revival of in-store demos in CPG.
The Experience Economy Is Back, and It’s Personal
For the last several years, digital ruled. Algorithms guided decisions. Online channels scaled fast. But now in 2025, consumers are craving something the internet can’t replicate: real-life experience.
“In real life” isn’t just a lifestyle trend. It’s reshaping how shoppers engage with CPG brands at the shelf. And it’s leading to a major revival of one of the most effective tools in the industry’s playbook: the in-store demo.
This isn’t nostalgia. It’s performance marketing - fueled by a surge in foot traffic, renewed retailer investment, and proven ROI.
The Data Says It All: Shoppers are Back in Stores
The numbers make a strong case for the in-person renaissance:
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71% of U.S. consumers say they miss in-person shopping, according to a recent report based on research from The Harris Poll.
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Placer.ai reports a 5.7% year-over-year increase in grocery foot traffic as of late 2024, with many banners now exceeding pre-pandemic levels.
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In-store retail sales rose 4.1% year-over-year, according to U.S. Census Bureau data—driven by categories like grocery, wellness, and premium snacks.
Consumers aren’t just shopping—they’re rediscovering. And they want more than transactions. They want taste, touch, and trial.
Retailers Are Reinvesting in the In-Store Experience
Retailers are meeting the moment with major investments in the in-store journey:
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Target committed $5 billion to store remodels and upgrades, aiming to create more interactive, engaging shopper environments.
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Sprouts and Whole Foods have resumed and expanded their vendor demo programs, offering incentives for brands that activate in-store.
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Kroger, Wegmans, and Walmart are testing next-gen formats that include demo zones, product education stations, and hands-on discovery displays.
In short, retailers want experiences that differentiate physical retail from digital, and they’re prioritizing partnerships with brands that can deliver them.
Image credit: Health and Fitness Activations Blog
Why In-Store Demos Are Surging Again
While influencer campaigns and AI targeting have their place, they can’t match the simplicity or the impact of a well-executed demo.
Here’s why in-store sampling is back in force:
1. Shoppers want to try before they buy
Especially in food, beverage, wellness, and personal care, sensory trial drives trust faster than any digital campaign can.
2. Demo ROI is real - and measurable
EventTrack data shows:
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91% of consumers are more likely to purchase after a demo
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74% leave with a more favorable opinion of the brand
3. Discovery drives growth
McKinsey research confirms that consumers are significantly more likely to try new or challenger brands when they encounter them in-store versus online.
4. Retailers reward activation
Retailers often offer better placement, coop funds, and marketing support to brands that run live demos—because they know it drives results.
Measuring Demo ROI: What Smart Brands Are Doing
As in-store marketing regains momentum, many brands are asking the right question:
“How do we measure ROI from demo programs?”
Our client Health & Fitness Activations (a leading agency specializing in retail demo execution for wellness brands) outlines a simple but powerful framework:
Demo ROI = Net Sales Lift / Demo Costs
HFA also emphasizes the importance of factoring in the “halo effect” of demos:
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Increased brand awareness and shelf visibility
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Repeat purchases after first-time trial
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Retailer goodwill and stronger negotiation leverage
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Distribution gains fueled by demo performance
They also note that sales lift often continues for weeks after the demo, making short-term-only metrics a misleading benchmark.
HFA’s clients - which include many recognizable natural and functional brands - routinely run hundreds or thousands of demos per year, leveraging in-store moments to educate consumers, gather feedback, and drive trial across top retailers like Whole Foods, Sprouts, and Natural Grocers.
Strategic Field Marketing Questions in 2025
As you rethink your retail strategy for the year ahead, ask:
1. Are in-store efforts aligned with our trade promotion goals?
Demos shouldn’t be random or siloed. They should support clear trade objectives - like driving trial in new doors, supporting a TPR, or influencing buyer negotiations.
2. Can we measure demo ROI down to the store or region?
If not, you’re missing the opportunity to optimize. Partnering with agencies or using tools like Promomash + Crisp - that track demo activity overlaid with real-time sales analytics - is key to continuous improvement.
3. Are we balancing short-term lift with long-term value?
Smart brands know that a demo isn’t just about what happens that weekend - it’s about what it sets in motion across repurchase, reviews, and brand loyalty.
In-Store Demos Are Back and Better Than Ever
In 2025, experience is the new shelf placement.
Brands that show up in-person through authentic, well-targeted demos are winning share in the most meaningful way: through trust, trial, and tangible ROI.
Whether you’re running 50 demos or 5,000, the winning formula remains the same:
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Be where your shopper is
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Deliver an experience worth remembering
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Track the impact beyond the first transaction
If you haven’t looked at your in-store strategy lately, now is the time. Because the IRL comeback isn’t slowing down...it’s just getting started.
📌 Want to learn more about measuring the ROI of demos?
Check out these helpful guides:
👉 Ways to Finally Tie Demos to Actual Sales
👉 How to Measure the ROI of Retail Demos (Health & Fitness Activations Blog)
