Do Checkout Displays Really Boost Last-Minute Sales? What the Research Shows

What Academic Studies Show

A 2020 field experiment published in the Journal of Business and Retail Management Research found that relocating products to checkout display boxes increased sales between 80% and 478% across eight tested products in perfumery retail settings. These dramatic figures represent controlled experimental conditions with specific product categories.

More recent research by Han, Chandukala, and Li, published in the Journal of Retailing (2022), found that optimising display allocation across store locations led to an average 11.15% increase in store revenue. Their research demonstrated that displays closer to the focal product category have a greater impact on purchase behaviour.

POPAI research developed the Brand Lift Index, which compares purchase rates with displays present versus absent. Their supermarket findings showed that certain categories, such as cookies and butter, achieved a BLI of 6, meaning roughly six times more product was purchased when displays were present. Results varied significantly by category.

Real-World Case Study Results

Here’s the honest take. Those higher percentage numbers represent best-case scenarios under specific test conditions. Most retailers see more modest results. However, multiple studies between 2014 and 2024 consistently document meaningful category increases with properly executed displays.

A published case study involving Auchan and Mondelez documented an approximately 15% sales increase across the checkout category following a strategic redesign. Gum sales reportedly rose 3.5% at Auchan locations while national gum sales were declining 4%. Your results will depend on your specific circumstances.

Setting Realistic Expectations

The 2014 POPAI Mass Merchant Shopper Engagement Study found a sales lift index of 1.4 when displays are present in stores. This represents a more conservative but broadly applicable benchmark across retail categories.

How much last-minute sales lift can retailers typically expect from checkout counter displays?

Published research suggests that retailers often see a meaningful sales lift in categories from well-executed checkout displays. Premium implementations with optimal product selection may see higher lifts. Individual results vary significantly based on product selection, display quality, store traffic, and execution consistency.

Decision Fatigue and Willpower Depletion

Decision fatigue plays a documented role. By checkout, shoppers have made dozens of micro-decisions throughout your store. Research in behavioural psychology shows that willpower tends to deplete as decision-making continues throughout a shopping trip. As Wikipedia notes, “by the time the shopper reaches the cash register, less willpower remains to resist impulse purchases of candy and sugared items.” Small purchases can feel like relief rather than an additional burden when the decision-making muscle is fatigued.

The phenomenon was popularised by social psychologist Roy F. Baumeister, whose research demonstrated that self-control functions like a muscle that becomes depleted after repeated use. For retailers, this creates an opportunity at checkout when customers have exhausted their resistance to small indulgences.

The Dwell Time Effect

The time customers spend waiting in checkout areas, those crucial last minutes of the shopping trip, correlates directly with impulse purchase likelihood. Research from Pathintelligence found that a 1% increase in dwell time resulted in a 1.3% increase in sales. Those minutes in line become active browsing time when customers are mentally available for suggestions.

This explains why queue layout matters. Single-line queues that snake past merchandise displays create more browsing opportunities than multiple short lines that move quickly. The trade-off is between customer satisfaction and impulse opportunity.

The Wallet-Out Phenomenon

Once committed to purchasing, adding a small item feels like extending an existing decision rather than making a new one. Behavioural economists describe this as “commitment and consistency.” The mental barrier to adding another item tends to be lower once the purchase decision has already been made.

Quick sidebar: this explains why aggressive upselling at checkout often backfires. The silent display suggestion aligns with positive psychology. Employee pressure during an otherwise pleasant moment can trigger defensive responses that reduce potential conversions. OK, back to it.

Top-Performing Product Categories

Gum and mints typically perform well in the low-price range. These products require zero consideration and solve an immediate, recognisable need. Candy and snacks, particularly single-serve options, also perform well at checkout. The key is portion sizes that feel like treats rather than commitments.

Phone accessories that solve immediate problems shoppers recognise tend to convert. Charging cables, screen protectors, and car mounts address pain points customers experience regularly. Travel-sized personal care items benefit from their grab-and-go convenience. Seasonal items perform best during their relevant windows. Gift cards offer strong margins with broad appeal.

The Price Sweet Spot

Research suggests keeping prices under $20 for optimal checkout conversion. According to Shopify research on impulse buying, “for checkout and point-of-purchase impulse buying, it’s best to keep all products under about $20.” Above that threshold, shoppers often pause to evaluate whether they actually need the item. That pause can reduce conversions.

The psychology here matters. Customers mentally categorise purchases. Under $20 feels like a small addition to an existing shopping trip. Beyond that threshold, it begins to feel like a separate purchase decision requiring justification.

Products to Avoid at Checkout

Higher-priced items typically struggle at checkout. Products requiring explanation or comparison rarely convert in the brief checkout window. I’ve seen retailers force premium products into checkout displays because margins look better on paper. It rarely works as expected. Conversion tends to drop when products don’t match checkout psychology.

Specific categories that underperform: Electronics over $30, products with multiple variants requiring selection, items needing size or fit consideration, and anything requiring staff explanation. If a customer cannot identify, evaluate, and grab a product within several seconds, that product may not belong at checkout.

What products typically sell best in checkout displays?

Industry observations suggest the highest converters include gum and mints, candy and snacks, and small accessories. Top performers share common traits: priced under $20, require zero explanation, and customers can grab them within a few seconds.

Why Custom Displays Outperform

Brand reinforcement matters at the final customer touchpoint. Research suggests customers remember their last visual impression before leaving a store. Generic displays communicate one message. Custom displays can reinforce brand quality and create memorable experiences that encourage return visits.

Space optimisation increases capacity. Standard countertop units may waste available space in most checkout configurations. Custom displays designed for exact measurements can maximise product capacity. A display that holds 40% more product without taking additional counter space directly impacts revenue potential.

Compliance rates protect your investment. Research cited by Wiser Solutions found that up to 40% of retail displays are set up incorrectly or not at all (NielsenIQ, 2023). Custom displays with thoughtful product design tend to achieve higher correct setup rates because they are easier for staff to assemble correctly. Intuitive assembly reduces the execution gap between design intent and in-store reality.

Cost Comparison and Total Ownership

Reality check on upfront costs: Custom displays typically cost 3-5x more upfront than generic alternatives. Basic countertop units from catalogues may run $50- $ 150 (prices vary by supplier and region). Custom-designed branded checkout displays from quality manufacturers may range from $400 to $ 1,500 or more, depending on materials, size, and features.

The total cost of ownership equation: Factoring in a longer lifespan (often 3-5 years versus 6-18 months for generics), potentially better conversion rates, and brand value, the total cost of ownership often favours custom. A higher-quality display generating meaningful incremental margin can pay for itself within several months.

Pricing note: Display costs vary significantly by manufacturer, materials, complexity, and order quantity. Request current quotes from multiple suppliers before making investment decisions.

When Generic Makes Sense

Generic displays work for specific situations: testing new product categories before committing to custom investment, temporary seasonal promotions, and very low-traffic locations where payback periods would extend too long. Start generic to prove the concept, then upgrade once you have performance data justifying the investment.

Optimal Product Positioning and Height

Where should checkout displays be positioned?

Position products at eye level, which research suggests falls between approximately 47 to 62 inches from the floor for average adult shoppers. According to UKPOS research, “the best spot to catch a customer’s eye is about 14.7 inches below their eye level.” Products in this zone tend to receive more visual attention and achieve higher conversion rates than those placed below the waist.

Customers waiting in line typically maintain a natural downward gaze. Products within that sightline require minimal effort to notice. Products placed below 30 inches require customers to bend or crouch, creating friction that reduces impulse grabs.

Lighting and Visual Merchandising

Lighting matters more than you might think. Research indicates that visual cues such as proper lighting and appealing displays can boost engagement. LED strip lighting can increase product attention time enough to affect conversion. Warm white lighting tends to work well for food and personal care items. Cool white lighting may work better for electronics.

Consider the contrast between your display and the surrounding environment. Displays that visually pop against their background capture more attention. This might mean lighter displays against darker counters or vice versa.

Signage and Product Curation

Signage should prompt action. Action-oriented language like “Grab one for the road” tends to outperform passive language like “Now available” in testing. Urgency language can increase conversion. However, limit yourself to 2-3 clear signs. More can create visual noise, reducing attention.

The unpopular opinion: most checkout displays carry too many products. Consider limiting selection to a focused number of SKUs. More choices can trigger decision paralysis, where customers freeze and add nothing. Research on choice overload consistently shows that curated selections often convert better than overwhelming assortments.

What Does Checkout Displays Cost

Pricing note: All costs reflect general industry ranges as of the time of writing. Verify current pricing with suppliers in your region.

Generic options (typically $50-200): Suppliers like Uline, Displays2Go, and Amazon Commercial offer various options. Lower-priced options may use wire or cardboard construction, resulting in shorter lifespans. Mid-range options use more durable materials.

Custom-branded displays (typically $400-2,500+): Pricing varies significantly based on materials (cardboard, acrylic, metal, or wood combinations), size, level of customisation, and order quantity. Single-unit custom projects often carry premium pricing. Larger orders typically see per-unit savings.

Pop49 specialises in custom point-of-purchase displays, with in-house manufacturing capabilities including CNC machining, laser cutting, and large-format printing. With no minimum order requirements, custom solutions become accessible for testing without large commitments.

How to Calculate Your ROI

Basic ROI approach: Track incremental sales from display products compared to baseline performance. Factor in your actual margins, display costs, and realistic lifespan estimates. Compare scenarios before committing to significant investments.

Tracking approach: Compare 30-day pre-display baseline sales against 60-90-day post-installation sales for featured products. Most modern POS systems allow location-based filtering. Run baselines for several weeks before installation to account for weekly variation.

What you might expect: Based on published research, properly executed displays generate meaningful returns. Custom displays with higher upfront costs typically need longer to break even but may outperform generic alternatives over their extended lifespan.

Results disclaimer: ROI calculations are estimates based on assumptions about sales lift, margins, and display lifespan. Your actual results will depend on product selection, execution quality, traffic patterns, and numerous other factors. Consider pilot testing before large-scale investment.

When Checkout Displays May Not Work

Here’s what the display industry often omits: checkout displays are not always the right investment.

Lower-traffic stores may not justify significant display investment. If you see fewer than 75-100 transactions daily, basic generic units might be the smarter starting point. Prove the concept generates acceptable returns over 60-90 days before investing in premium solutions.

Product mismatch undermines even quality displays. No expensive display can overcome fundamentally wrong product selection. If you are stocking higher-priced items or products requiring explanation, the display is not the problem.

Execution failure is common. Industry research suggests that a significant percentage of retail displays are set up incorrectly or never properly maintained. Displays require regular attention for restocking and straightening. Budget for ongoing labour, not just upfront fixture costs. An unmaintained display can underperform a well-maintained generic display.

Staff training affects results. Displays do most of the selling work, but employees who understand the strategy and maintain fixtures properly can meaningfully improve results. Budget time for initial training and brief ongoing refreshers.