P-O-P Spotlight: Social Media Trends Hit Stores
Each month, the Path to Purchase Institute shines a light on some of the most eye-catching displays and physical activations our boots on the ground recently discovered in stores.
In this gallery, we’re showcasing how retailers and brands are taking inspiration from popular social media trends and translating them into physical displays to capture shoppers’ attention.
At Target, the retailer’s exclusive launch of Tone, a men’s personal care line created by content collective AMP (Any Means Possible), translated Gen Z influencer culture into an in-store experience. An endcap communicated "new & only at Target" while stocking 16 SKUs — including deodorant, body lotion and cologne — and using shelf blockers with imagery of the creators themselves. The collaboration bridges online hype with brick-and-mortar presence, targeting Gen Z shoppers who follow AMP across YouTube, Twitch and TikTok.
At H-E-B, Dubai chocolate — a viral treat that’s gained momentum across social media platforms — received a prime merchandising placement near store entrances. The display pairs the sweets with bright orchid arrangements and signage that leverages TikTok-inspired colors, the TikTok logo and a "Now Trending" message. The cross-department collaboration spotlights trending items while doubling as a visual moment.
Walmart spotlighted the pet food category with an endcap for a "freeze dried blend" dog food from Post Holdings’ Nature’s Recipe, echoing the freeze-dried snack craze gaining traction online. Account-specific shelf trays featured inserts emphasizing the benefits of mixing freeze-dried chicken bites with crunchy kibble (e.g., taste, nutrients, simple ingredients, fiber and protein), while also directing shoppers to Walmart.com for additional purchase opportunities.
Also at Walmart, MGA Entertainment’s Slime Life display leveraged the ASMR-friendly slime trend popularized on YouTube and social media. The colorful endcap merchandised food-themed, non-edible slime kits designed for stretching, smashing and styling, and uses bold callouts like "MAKE! SMASH! STRETCH!" and "Fun & Satisfying."
Also at Target, the retailer highlighted sustainability and convenience by giving endcap space to Gemz, Procter & Gamble’s new water-activated haircare brand. The display merchandised colorful shampoo and conditioner "gems," while touting "A new way to shampoo" and "Just add water." The corrugated display featured multiple compact merchandising shelves stocked with shampoos, conditioners and "want it all" kits, tapping into the growing popularity of solid shampoo and bar formats promoted on social platforms.
Since 2003, P2PI has served as marketers’ eyes in the aisles and offered its member community access to a robust Image Vault, which today comprises nearly 160,000 images (and counting), across a variety of retailers, product categories, channels, touchpoints and themes. Each month, we showcase a sampling of eye-catching physical activations and themes from the vault.
