Memorial Day Weekend has in recent years become one of the top shopping holidays, with consumers using the three day weekend for some retail therapy. To better understand consumer behavior in anticipation of this year’s holiday weekend, Vistar teamed up with MFour, a mobile research and location analytics company, to understand how these consumers expect to shop.

The resulting report revealed some surprising insights on how consumers are planning to spend. In 2016, the average spend per person was $320. This year, that number could be as much as $486, with men expected to spend 1.5x more than women. What’s even more interesting is that 93% of consumers plan to do some of their shopping in-store, while 50% plan to shop only or mostly in-store--whoever said brick-and-mortar retail is dead is seriously wrong.

Digital out-of-home and mobile media offer retailers a strategic way to reach these in-market consumers while they are on their path-to-purchase as well as at their point-of-purchase. Survey respondents  indicated a higher propensity to visit gas stations, retail stores, convenience stores, casual dining restaurants and malls -- all venues with DOOH inventory available. Ultimately, marketers that leverage DOOH media in these locations will be able to effectively engage their target consumers where they are already more likely to be.

If you would like to learn more, download the full report, “Rethinking Retail: Consumer Insights for Marketers,” below: