How Paper Display Stands Affect In-Store Display Outcomes and Profit

Introduction

Point-of-purchase displays are known to profoundly influence in-store shopping decisions. Historically, studies have shown an increasing share of purchase decisions being made inside retail stores – rising from about 70% in the 1990s to over 80% by the mid-2010s. Notably, a 2014 industry study by POPAI found that 82% of mass-merchant purchase decisions were made in-store (up from 76% in 2012), underscoring the critical role of in-store marketing stimuli. Within these unplanned or impulse purchases, in-store displays play a significant role; for instance, approximately 16% of unplanned buys in the POPAI study were directly triggered by a display that the shopper noticed. Other consumer surveys have similarly indicated that a majority of shoppers (over 60%) regularly make impulse purchases, often influenced by attractive in-aisle displays.

Among in-store display solutions, paper display stands – typically made of corrugated cardboard or reinforced paperboard – have gained prominence for their flexibility and cost-effectiveness. Unlike permanent fixtures constructed from metal, wood, or plastic that are designed for multi-year use, paper stands are temporary installations intended for short-term promotions (usually weeks or a few months). These stands are lightweight, easily customizable, and recyclable, making them especially popular for seasonal campaigns, product launches, and other limited-time offers. Retailers and brands use cardboard floor stands, pallet displays, counter displays, and similar paper-based fixtures to capture shopper attention in high-traffic areas, aiming to boost product visibility and impulse sales.

In recent years, the appeal of paper display stands has been amplified by sustainability trends and cost pressures. Brands are increasingly under public and regulatory pressure to adopt eco-friendly practices, including in their in-store marketing. Paper displays align well with these goals, being commonly made from recycled materials and fully recyclable after use. At the same time, economic considerations drive retailers to seek high return on investment (ROI) on their marketing spend. Temporary cardboard displays are not only cheaper to produce upfront than permanent displays, but also cheaper to transport and install, suggesting a potentially superior ROI in many scenarios.

This article aims to investigate how paper display stands affect in-store outcomes (such as consumer engagement, impulse purchase rates, and sales uplift) and profitability. We compare the performance and costs of paper displays versus permanent display fixtures, analyze sustainability benefits and their translation into brand value, and review case examples across industries. The geographic scope spans North America, Europe, and Asia to capture regional differences in adoption and impact. By integrating recent quantitative data and qualitative insights, along with historical comparisons, we provide a comprehensive academic analysis of the role of paper display stands in modern retail.

Methodology and Data Sources

This research is conducted as a literature-based analysis of both academic and industry sources from roughly the last five years (2020–2025), supplemented by historical data for context. We gathered quantitative metrics from industry reports, retail case studies, and point-of-purchase (POP) display market analyses, focusing on statistics such as sales uplift percentages, ROI figures, cost breakdowns, and sustainability measures. Key sources include market research reports (for broad trends and regional data), corporate case studies (for specific performance metrics of display campaigns), and scholarly works or conference papers on consumer behavior in retail settings. For qualitative insights, we reviewed expert commentary and survey results related to shopper behavior, brand management, and environmental sustainability in retail marketing.

Where possible, data from multiple regions (U.S., Europe, Asia-Pacific) and industries were included to ensure a balanced perspective. For example, retail display performance metrics were extracted from both manufacturer-backed studies and independent research to mitigate bias. The analysis distinguishes between temporary paper displays and permanent fixtures, treating them as two cohorts for comparison. Historical benchmarks (such as older POPAI studies on in-store decision rates) are used to illustrate trends over time in the effectiveness of displays.

It should be noted that much of the available data on POP display outcomes comes from field experiments or observational studies in commercial settings (e.g., pilot programs in supermarkets, brand reports). This analysis synthesizes those findings in a meta-analytic narrative form. All sources used are cited in-text in APA style and fully listed in the References section. By consolidating these sources, the article derives generalizable insights about how paper display stands impact consumer behavior and profitability, while highlighting any variances across contexts.

Results

Impact on Consumer Behavior and Impulse Purchasing

In-store displays made of cardboard have a tangible impact on shopper behavior, particularly in prompting impulse purchases. Because these paper stands are often positioned in high-traffic or strategic locations (end-of-aisle caps, near checkout counters, free-standing floor spots), they intercept consumers on their shopping journey and can alter planned purchase behavior. Shoppers may enter a store with intentions to buy specific items, but eye-catching temporary displays introduce additional products to consider. Research consistently shows that consumers are susceptible to such cues: as noted earlier, around 16% of unplanned purchases have been directly attributed to noticing a point-of-sale display. Moreover, a substantial share of shoppers (in one survey, 62%) acknowledge adding items to their basket on impulse, and well-designed displays are a key catalyst for these spur-of-the-moment decisions.

Cardboard display stands are purpose-built to capture attention. They often feature bold graphics, bright colors, and thematic designs (for holidays, seasons, etc.) that differentiate them from the regular shelf environment. Their novelty is an advantage: while permanent fixtures become familiar background scenery over time, a temporary paper display is novel and thus more likely to engage a habituated shopper’s attention. For example, retailers report that even in well-organized stores, permanent displays can "fade into the background" for frequent shoppers, whereas temporary cardboard units reintroduce “intrigue and novelty” to the store environment. This novelty effect helps in breaking consumers’ habitual shopping patterns, encouraging them to consider new or additional products.

Crucially, paper stands often drive impulse buying by highlighting promotional offers or new products at the point of decision. A temporary display might emphasize a limited-time sale (e.g., a seasonal discount or bundle), thereby appealing to shoppers’ sense of urgency or curiosity. For instance, in the lead-up to holidays, a cardboard stand featuring a gift item or festive packaging can present the product as an attractive impulse buy for that occasion. Similarly, grocery retailers use cardboard floor displays for items like snacks or beverages tied to current events (sports championships, summer heat waves, etc.), prompting unplanned purchases by positioning the products as timely solutions (e.g., a beverage stand on a hot day to “cool down”). By aligning with immediate shopper needs or seasonal mindsets, paper displays can sway consumers who had not initially intended to buy those items.

Empirical evidence from retail trials supports the efficacy of cardboard displays in boosting engagement. In one case, a major food brand implemented cardboard floor stands for a holiday promotion and saw product visibility increase by 27% relative to standard shelf placement. Enhanced visibility and accessibility translate into higher conversion of shopper interest into sales: in a separate implementation, improving product visibility with a custom cardboard stand led to a reported 25% increase in sales conversions, as customers could more easily see and grab the product. These figures illustrate that the presence of a well-placed paper display can significantly alter shopping outcomes, driving more frequent impulse picks and ultimately lifting total basket values.

Importantly, the influence on consumer behavior is not just limited to increased units sold; it can extend to brand perception and recall. Because paper displays often carry vivid branding (logos, slogans, brand colors) and sometimes educational or narrative elements, they help reinforce brand messages in-store. Marketing studies indicate that customized, creative displays improve shopper engagement and brand trust. For example, a colorful cardboard stand that tells a brand story or highlights sustainability credentials may make shoppers feel more positively about the brand, even if they do not immediately purchase the product. This interplay between visual merchandising and psychology means that paper displays serve both short-term sales triggers and longer-term brand-building touchpoints. In summary, the use of paper display stands strongly affects in-store consumer behavior by capturing attention, stimulating impulse buying, and enhancing brand visibility at the critical point of purchase.

Sales Uplift and ROI: Paper vs. Permanent Displays

A core measure of in-store display effectiveness is the sales uplift – the percentage increase in product sales attributable to the display’s presence. Numerous case studies and surveys of brand managers show that both temporary (paper) displays and permanent fixtures can boost sales significantly, but their typical uplift values and cost profiles differ. On average, temporary cardboard displays yield a immediate higher percentage sales increase during their run compared to permanent displays. Industry data suggests that a typical temporary POP display can increase product sales on the order of 23–24% during the promotion period. By contrast, a typical permanent display (made of durable materials and intended for multi-year use) might increase sales by roughly 19% over baseline in the same store. While both types are effective at driving incremental sales, the slightly higher lift for temporary displays is often attributed to their aggressive, campaign-specific design and placement (targeting peak interest), versus permanent fixtures which tend to blend into the store environment over time.

When considering return on investment (ROI), one must account not only for sales uplift but also for the cost of the display. Paper stands generally cost a fraction of what permanent fixtures cost, making their ROI potentially very high for short-term campaigns. Manufacturing data indicate that a standard cardboard floor display can cost on the order of $50–$100 or less per unit (often cited around $75 on average)‍, whereas permanent displays (metal or wood) often cost several hundred dollars each, frequently $200–$1000+ depending on complexity‍. For example, one source notes an average cost of only $30 for a basic cardboard stand versus over $100 for a comparable metal or wooden unit. Given these upfront cost differences, a 20% sales increase achieved by a low-cost cardboard unit for a few weeks can yield an impressive ROI when the product margins are considered – essentially a high impact at low cost. In fact, retailers often remark that temporary displays “have the ROI to prove” their value in the retail environment. By being affordable and driving substantial incremental sales, they can pay for themselves many times over during a short promotion. In one striking example, a case study noted that a small brand moving its product from a lower shelf onto a well-designed floor cardboard display led to a 300% sales increase, effectively tripling sales for that item in the short term. Such dramatic results, while not universal, underscore how impactful the right paper display in the right location can be for an up-and-coming product.

Permanent displays, despite a slightly lower typical uplift percentage, can also deliver strong ROI but over a longer horizon. Because they are built to last for years, their cost is amortized over a longer period and multiple product cycles. Brand managers allocate roughly 40% of their display budgets to permanent fixtures and 60% to temporary displays on average, reflecting the strategy that permanent units consume a smaller portion of budget per year after the initial investment. A well-executed permanent display can continuously generate a ~19% sales lift for perhaps one to three years or more. Over its lifespan, this can yield an excellent cumulative ROI, especially for established products with steady demand. However, if a product fails or loses favor, a permanent display risks becoming sunk cost – one reason why companies often test concepts with temporary displays first before committing to permanent ones. In practice, many brands use a hybrid approach: short-term paper displays for new launches and promotions, and permanent displays for top-selling, enduring product lines. The combination allows maximizing short-term sales spikes while maintaining long-term brand presence.

Another factor in ROI is compliance and execution. Permanent displays often require retailer agreement for floor space over long periods, which can be challenging; yet, data shows that when brands send out permanent fixtures, about 86.5% of them end up properly placed in stores (higher compliance than some temporary campaigns). Temporary displays are more numerous and frequently rotated, and not all may be deployed perfectly, but retailers are generally receptive to them due to their flexibility and the fact that they do not permanently occupy floor real estate. The relatively disposable nature of cardboard displays means retailers can remove or replace them easily as needed, which actually encourages brands to invest in many such placements. The high proportion of budget (60%+) devoted to temporary displays is evidence that marketers see strong returns from continually refreshing these cardboard campaigns.

In summary, while both paper and permanent displays boost sales and can be profitable, paper display stands often achieve a higher short-term ROI due to lower costs and potent sales impact. A typical cardboard stand might drive ~24% more sales for just a few tens of dollars cost, whereas a permanent fixture might drive ~19% more sales but at a far greater initial expense. The choice depends on campaign objectives: if the goal is a rapid sales spike or test of a product, cardboard is ideal; if the goal is sustained visibility for a proven product line, a permanent display may be justified. Many successful retail strategies leverage the strengths of both, deploying paper displays tactically for promotions and supporting baseline sales with permanent branded fixtures.

Cost, Production, and Logistics Analysis

One of the key advantages of paper display stands is their cost-effectiveness across the entire lifecycle – from production and shipping to in-store setup and removal. In terms of production, cardboard (corrugated fiberboard) is a relatively inexpensive material, especially when produced in volume. The material cost for a corrugated display is low compared to metals or plastics. Manufacturing processes for cardboard displays (often involving die-cutting and digital printing on corrugated sheets) have become highly efficient and require minimal setup costs, particularly with modern digital printing technologies that avoid expensive printing plates. This means even short print runs (e.g. dozens of units) are economically feasible, allowing brands to order limited quantities for regional or short-term promotions without prohibitive expense. By contrast, permanent displays involve materials like steel, acrylic, or wood, which have higher unit costs and often require more labor-intensive fabrication, welding, or assembly in the factory. Custom permanent units can cost hundreds or thousands of dollars each, partly due to those material and labor inputs.

Logistics and distribution further accentuate the cost differences. Cardboard displays are lightweight and usually designed to ship flat (knocked-down) to stores or co-packing locations. A flat-packed corrugated stand takes up minimal space and weight in transport – multiple disassembled units can fit into a single shipping carton. This directly reduces freight costs: shipping fees scale with volume and weight, and a pallet of flat cardboard stands is considerably cheaper to ship than the same number of assembled metal racks. According to logistics analyses, transportation constitutes roughly 60–70% of total logistics costs in retail supply chains. Using lighter, space-efficient displays can thus yield substantial savings in this area. Indeed, it has been reported that by using cardboard fixtures, companies can cut shipping and storage costs by up to double-digit percentages because more units can be transported at once and warehousing space needs are less. One source noted that flat-packed cardboard units reduce storage volume so much that storage costs were lowered by as much as 90% in certain cases, compared to bulky permanent stands, by virtue of being able to stack and store them efficiently when not in use.

Labor and assembly costs in-store also favor paper stands. Cardboard displays are designed for simple, tool-free assembly: they typically consist of interlocking pieces, tabs, and slots that store employees or field merchandisers can quickly put together on the sales floor. Most units can be assembled in minutes by one person without special tools or skills. This ease of setup minimizes the labor time (and thus labor cost) required to deploy the display. In a busy retail setting, a display that can be set up in 5–10 minutes is far preferable to a heavy fixture that might require an hour of work by a team or the use of tools and safety equipment. Permanent displays often need more complex installation – sometimes involving bolting to floors, using screws and wrenches, or connecting electrical components for those with lighting or digital features. Those tasks can incur higher labor costs and occasionally external technician fees. With cardboard, ease of use is a selling point: retailers appreciate that their staff can deploy or move the displays with minimal effort.

Another cost consideration is maintenance and replacement. Paper displays are not meant to last long; they usually serve for the duration of a promotion and are then removed and recycled. Their short lifespan (often 1–3 months in use) means they do not usually require maintenance – if they get worn or damaged, they are simply replaced in the next campaign. Permanent displays, on the other hand, need to endure years of use, during which they might require cleaning, repairs, or refurbishment (replacing graphics panels, fixing broken parts, repainting surfaces, etc.). These maintenance costs can accumulate. Additionally, if a permanent fixture is damaged or if the branding becomes outdated, the cost to replace it is high. Brands must factor in these long-term upkeep costs when calculating ROI for permanent units. Cardboard stands essentially externalize those costs by being disposable; a fresh stand is produced for each new campaign at relatively low cost, with no expectation of long-term maintenance.

From a budgeting perspective, the scalability of cardboard displays is advantageous. A company can economically scale up a campaign by printing hundreds or thousands of additional cardboard units if a promotion is expanded or if demand in certain regions spikes. Since each unit is cheap and production lead times are short, increasing quantity has a linear and modest impact on budget. With permanent displays, large rollouts require significant capital expenditure and long lead times (for fabrication and sometimes overseas shipping). This makes permanent solutions less agile in responding to fast-changing market opportunities.

In summary, paper display stands offer a clear cost benefit in production, logistics, and labor. They require a much lower initial investment per unit than permanent fixtures, they save on shipping and warehousing due to low weight and compactness, and they minimize in-store assembly time and complexity. While permanent displays might pay off over a long period for stable products, the upfront and ongoing costs associated with them are substantially higher. Thus, from a cost analysis standpoint, cardboard displays are an attractive choice for retailers and brands looking to maximize marketing impact under tight budgets or for short-term needs.

Sustainability and Environmental Benefits

The sustainability profile of paper display stands is a major factor contributing to their recent popularity and to added brand value. Corrugated cardboard is widely recognized as one of the more eco-friendly materials for retail displays, especially when compared to plastics or metals. There are several dimensions to this sustainability advantage:

Materials and Recycling: Most cardboard POP displays are made from a high percentage of recycled fiber. Industry data indicates that corrugated display boards typically contain anywhere from 60% to 95% post-consumer recycled content, meaning they largely consist of recovered paper rather than virgin material. This reduces the need for new raw materials (like fresh wood pulp) and helps utilize waste paper that might otherwise go to landfill. Moreover, once a cardboard display has served its purpose, it is almost always recyclable. In developed markets, the recycling infrastructure for corrugated cardboard is well-established – nearly 90% of corrugated cardboard in circulation is eventually recovered and recycled into new paper products. A disposed paper stand can thus be returned into the production cycle (circular economy) relatively easily. In contrast, permanent display materials present challenges: while metal fixtures can be recycled, the process is energy-intensive and not all components (coatings, composite parts) are recyclable; many plastic displays are made of mixed or hard-to-recycle plastics that often end up as waste. Cardboard also has the benefit of being biodegradable – if a paper display does inadvertently end up in a landfill, it will decompose far faster than metal or plastic, minimizing long-term environmental impact.

Carbon Footprint and Energy: Life-cycle assessments have shown that cardboard displays generally have a lower carbon footprint per unit than equivalent permanent displays. Producing cardboard from recycled fiber uses significantly less energy and water than producing new plastic or refining metal. Transport emissions are also reduced due to the lighter weight. According to standards like the Greenhouse Gas Protocol Product Standard and ISO 14067, which companies use to measure product carbon footprints, cardboard ranks favorably on emissions. One practical example is Walmart’s adoption of eco-friendly POP displays in 2023 to align with its sustainability goals. These displays, made of recyclable materials, were part of Walmart’s strategy to reduce waste and carbon footprint in its retail operations. By shifting from traditional plastic or permanent units to cardboard, the company signaled a reduction in the embedded emissions of their display materials. Similarly, consumer goods giant Unilever reported in 2022 that it had implemented POP displays made from recycled materials (including cardboard) as part of its global sustainability push. Such moves by large corporations highlight the industry trend towards lower-carbon displays and confirm that cardboard options are instrumental in achieving these environmental objectives.

Alignment with Consumer Values: Choosing sustainable display materials can enhance brand value and consumer goodwill. Today’s consumers are increasingly eco-conscious; surveys show that a large portion of shoppers prefer brands that demonstrate environmental responsibility. For example, one 2025 study cited in a packaging industry report found that over 70% of luxury buyers stated they prefer brands that “care about the planet”. In the broader consumer market, more than 78% of people report wanting to live more sustainably, and about 30% actively favor purchasing products with eco-friendly credentials. By using recyclable paper stands in stores, brands visibly showcase their commitment to sustainability in a way that customers can immediately recognize. This can strengthen brand image and loyalty – shoppers notice not just the product on display but also the medium of the display itself. A well-publicized example is how some cosmetics and personal care brands introduced 100% recycled cardboard displays to highlight their sustainability ethos, which in turn attracted environmentally-minded consumers and generated positive media coverage. Indeed, products marketed with “green” claims have seen greater sales growth (for instance, one analysis showed products with sustainability claims grew 28% over five years versus 20% growth for products without such claims). While many factors contribute to such growth, the messaging and consistency – including sustainable in-store displays – play a supportive role in convincing consumers of a brand’s values.

Regulatory and Corporate Goals: In regions like Europe, regulatory frameworks increasingly demand sustainable packaging and displays. The European Union, for example, has stringent environmental standards and waste directives that push retailers to minimize waste and use recyclable materials. Brands operating in Europe are motivated (and in some cases required) to adopt displays that can be easily recycled or that reduce plastic waste. Cardboard stands fit neatly into these goals, helping companies comply with regulations while also often being more cost-effective. Corporate sustainability goals (like reducing waste by X% or achieving carbon neutrality) further drive the shift – every cardboard display deployed in place of a plastic one contributes to these internal targets. As mentioned, giants like Walmart and Unilever have already made such shifts, and industry-wide, the focus on sustainable display solutions is intensifying. In market analysis reports, “eco-friendly materials and designs” are highlighted as a key trend in POP displays, reflecting that brands see a competitive advantage in being green.

In conclusion, the environmental benefits of paper display stands are significant: they use recycled inputs, reduce waste through recyclability, lower carbon emissions in production and transit, and biodegrade if discarded. These benefits translate into profitability and brand value in several ways. By using cardboard, companies can potentially lower material costs (recycled content is often cheaper than virgin) and avoid waste disposal fees (since stands can be recycled). More importantly, they can enhance revenue by attracting customers who appreciate sustainable practices – strengthening brand loyalty, justifying premium pricing for “green” products, or simply increasing the likelihood of purchase from eco-conscious shoppers. The positive public relations and alignment with corporate social responsibility also have long-term brand equity benefits. In sum, paper display stands not only help retailers make money through sales, but also help them “save green by going green,” contributing to sustainable profit in both the financial and environmental sense.

Industry Use Cases and Performance Across Sectors

The impact and utility of paper display stands can vary across different industries and retail sectors, though the core advantages remain consistent. Below we examine several key sectors – FMCG (fast-moving consumer goods), electronics, cosmetics, and luxury retail – and how each leverages cardboard displays for in-store marketing, including any unique considerations or performance data.

FMCG (Fast-Moving Consumer Goods): This category, which includes groceries, snacks, beverages, and household products, is one of the most prolific users of paper display stands. FMCG products rely heavily on impulse purchases and promotional volume, making short-term displays ideal. In supermarkets and convenience stores, one often finds free-standing cardboard units for items like new cereal flavors, limited-time snack promotions, or holiday-themed candy. These displays are strategically placed in high-traffic aisles or near checkout to stimulate impulse buys. The ROI in FMCG is typically high because the cost of a cardboard stand is low and the potential uplift can be significant given the volume of shoppers. For example, a beverage company might introduce a seasonal drink with a colorful corrugated display at store entrances during summer; by doing so, they could capture shoppers’ attention and drive a notable uptick in sales of that drink during the season. An illustrative case involved Capri-Sun drinks in a German supermarket trial: using a secondary cardboard display, the brand was able to measurably boost purchase intention and actual sales, validating the strategy of adding a paper display next to the regular shelf stock. More broadly, small or emerging brands in FMCG have used floor displays as a way to break through the dominance of big brands on shelf space – a well-placed cardboard floor stand can level the playing field. As noted earlier, an upstart organic food brand increased sales by 300% by getting off the lower shelf and into a floor display, effectively gaining visibility that it otherwise couldn’t buy due to shelf placement fees. FMCG displays tend to focus on volume and quick conversion: they often come pre-packed with product for easy rollout (just remove the outer carton and they’re ready to sell), highlighting convenience for store staff. The performance data from FMCG consistently shows double-digit percentage sales lifts for products on display versus those simply on the shelf, confirming the effectiveness of paper stands in this sector.

Consumer Electronics: In electronics retail (or electronics sections of general stores), paper displays are used for smaller, accessory-type products rather than large hardware. Items such as headphones, smartphone accessories, rechargeable batteries, or video game accessories can be promoted on cardboard floor or counter displays. These products are often high-margin and benefit from being taken out of crowded peg hooks or locked cabinets and instead presented accessibly. A cardboard display for electronics might incorporate hanging hooks for blister packs or shelves for boxed items, and it can be branded with tech imagery. For instance, a manufacturer of gaming headphones might supply retailers with a flashy cardboard standee that holds the product and includes bold graphics of a popular game or character to attract the target demographic. The impact in electronics retail can be substantial because consumers might not plan to buy an accessory but will do so if it’s presented as a convenient add-on. According to some retail accounts, point-of-sale displays for electronics accessories have led to noticeable sales spikes – one report from a display producer claimed a particular headphone cardboard display design significantly boosted retail sales for that item, owing to better visibility and the educational info printed on the stand (such as compatibility or features) that aided shopper decision-making. While we must note that high-end electronics (e.g., laptops, TVs) are usually showcased on permanent fixtures due to their weight and security needs, the smaller-ticket electronics thrive on temporary displays. The flexibility of updating the graphics or theme is useful in a fast-evolving category like tech. As new models or versions come out, the cardboard stand can be easily redesigned and replaced, keeping the in-store marketing in sync with product cycles – something much harder to do with permanent installations.

Cosmetics and Personal Care: The cosmetics industry frequently employs cardboard displays, especially in drugstores, beauty retail chains, and department store “pop-up” promotions. Makeup and skincare products are well-suited to temporary displays because brands launch seasonal collections (e.g., a spring colors line of nail polish) or limited edition collaborations that have a short shelf life. A cardboard counter-top display holding a new line of lipstick or a floor display for a celebrity-endorsed perfume can generate excitement and encourage trial. Cosmetics displays often emphasize visual appeal: they may include mirrors, bright lighting (sometimes incorporated via small LED strips even on cardboard), and attractive imagery of models. The performance data in cosmetics shows that these displays can drive strong incremental sales and cross-sells. For example, placing a cardboard stand with a coordinated set of products (like a skincare trio: cleanser, toner, moisturizer) can encourage shoppers to pick up all items as a package, whereas on the shelf they might only notice one. One case study from an Asian merchandising firm noted that a cosmetics brand using 100% recycled cardboard displays (with messaging about sustainability) not only boosted product sales during the campaign but also enhanced the brand’s image as eco-friendly, resonating with young consumers concerned about environmental impact. In beauty retail, brand image is crucial, so the ability to quickly refresh the look of displays with cardboard is valuable. Also, cardboard displays in cosmetics are often used for educational purposes – for instance, a stand might include a chart or graphic about how to use a product (tips for applying a new type of eyeliner, etc.), which can help engage shoppers at the point of sale. Temporary displays for cosmetics tend to be smaller (counter displays or end-cap sidekicks) due to store space constraints, but they are numerous and rotated frequently. Their success is typically measured not just in immediate sales lift but in capturing consumer interest for new launches. Retailers in Europe and North America report that new cosmetic product launches almost always come with some form of cardboard POP display, because without it a new item may get lost among the hundreds of SKUs on the shelf. These displays can lead to sell-outs of limited editions in short time frames, indicating very high ROI for the brand’s marketing spend (since a few pieces of printed cardboard helped move a whole inventory of product quickly).

Luxury Retail: At first glance, luxury brands (high-end fashion, jewelry, premium spirits, etc.) might seem an unlikely user of cardboard displays, given their emphasis on premium materials and store aesthetics. Indeed, luxury retailers typically invest in elaborate permanent fixtures – often custom-designed with fine materials – to showcase their goods. However, even in luxury, there is a place for paper-based display elements, particularly in the context of pop-up shops, event displays, and sustainability initiatives. Some luxury brands have turned to high-quality cardboard or paper-based displays to create temporary installations that align with their aesthetic but also demonstrate environmental responsibility. Modern design techniques allow cardboard displays to be surprisingly sleek and sturdy; they can be made with “rigid board” that gives a premium feel, and finished with coatings, foils, or embossing that mimic the look of luxury packaging. Luxury brands have used paper stands for things like special event product showcases or capsule collections, where a short-term, customized display is needed. For example, a luxury watch brand might create a travelling exhibit in boutiques using artfully crafted cardboard pedestals that are lightweight for transport but still exude a modern minimalist elegance, thereby saving cost and emphasizing the brand’s innovation. An important driver in luxury is sustainability as it relates to brand equity: as noted, a majority of affluent consumers prefer brands who show environmental consciousness. Thus, some high-end retailers highlight the use of eco-friendly display materials as part of their story. The Custom Boxes, a packaging firm, reported that luxury clients increasingly request eco-conscious display boxes, and that using such materials can strengthen consumer connection (e.g., “61% of luxury shoppers feel more connected to a brand when the packaging feels high-end” – which can include eco-high-end packaging). In practice, a luxury cosmetics or fashion accessory brand might use a refined paper-based counter display for a green product line, thereby signaling consistency between the product (perhaps organic or sustainable) and its marketing. While quantitative sales uplifts in luxury retail are less frequently published, the qualitative impact is notable: a well-executed paper display in a luxury context can create buzz and show that the brand marries elegance with responsibility. Additionally, cost savings are relevant even to luxury companies. A cardboard pop-up installation can be an order of magnitude cheaper than a comparable wood build-out, which matters for the bottom line, especially if the display is only needed for a one-week event or a one-month pop-up store. If those savings are redirected into other marketing efforts or product development, the brand can benefit financially while still delivering a compelling in-store experience.

Across these industries, the performance data consistently shows that paper display stands drive a positive impact, whether measured in immediate sales, customer engagement, or brand image. FMCG sees high volume sales increases; electronics and cosmetics see both sales and educational benefits, and even luxury finds strategic value in selective use of paper displays. The flexibility of design, coupled with low cost and quick turnaround, means that virtually any industry can tailor cardboard displays to its needs – from rugged, large-volume pallet displays in warehouse clubs to delicately printed counter displays in a boutique. The common theme is that when used thoughtfully, these stands enhance the in-store presentation of products and contribute to higher profits by moving more product or elevating the brand in the eyes of customers.

Cross-Regional Analysis: U.S., Europe, and Asia

The adoption and impact of paper display stands show some variation across different global regions, influenced by retail practices, consumer behavior, and regulatory environments. Here we compare the U.S., Europe, and Asia in terms of usage patterns of cardboard POP displays and the outcomes observed.

United States: In the U.S., the retail market is highly developed with large formats (superstores, warehouse clubs, mall department stores) where POP displays are a staple of merchandising. North America holds a substantial portion of the global POP display market – around 35% of the market by revenue – making it a leader in deploying both temporary and permanent displays. American retailers like Walmart, Target, and Costco are well-known for extensive use of promotional displays. Paper displays in the U.S. are ubiquitous in grocery aisles, end-caps in big box stores, and seasonal sections. The focus is often on high-volume promotions and quick turnover: for example, a cardboard pallet display of snack chips for the Super Bowl, or a floor stand of sunscreen in early summer. These generate significant sales uplifts due to the culture of large, planned shopping trips where in-store prompts can add many unplanned items (U.S. shoppers are known to respond to big displays, adding to cart because of perceived deals or convenience). U.S. brands also invest in creative display designs and interactive elements; while traditional corrugated stands are common, there’s a trend of integrating digital screens or QR codes even into cardboard stands to engage tech-savvy consumers. On the sustainability front, U.S. companies are increasingly adopting cardboard for environmental reasons, though perhaps motivated more by corporate sustainability goals and cost saving than by regulation (since U.S. regulations are less strict than Europe’s). Initiatives by giants like Walmart to switch to eco-friendly displays show that sustainable cardboard units are gaining favor. Overall, in the U.S., paper displays are a mature practice with strong evidence of boosting sales (as seen by internal metrics that marketers track) and are evolving with technology (some displays now incorporate augmented reality or personalization), all while maintaining the low-cost advantage of cardboard.

Europe: Europe’s use of paper display stands is similarly extensive, but with a distinct emphasis on quality and sustainability. Europe accounts for roughly 28% of the global POP display market, and within that, there is a strong cultural and regulatory push for environmentally friendly solutions. European Union regulations on packaging and waste encourage recyclability and waste reduction, which has led European retailers to favor cardboard displays and other sustainable materials (like biodegradable plastics, though those are less common for displays). Many European retail chains (for instance, major supermarkets in Germany, France, the UK) have recycling programs that easily handle the disposal of used cardboard displays, making it convenient and responsible to use them. European consumers also tend to be very environmentally conscious, so seeing a recyclable paper display can positively influence their perception of the promotion. The design of displays in Europe often leans toward clean and efficient use of space (due to generally smaller store footprints than in the U.S.) – for example, slim profile standees or modular displays that can fit in tight aisle spaces. The sales impact is certainly present: European case studies, such as one where McDonald’s switched some of its signage to green-themed displays in certain countries, noted an increase in sales and improved brand image (signaling that even display color/imagery changes can matter). While that example is signage rather than a product display, it underscores how European consumers respond to display aesthetics and messaging. Cross-border campaigns in Europe also require adaptability; a cardboard display can be printed in multiple languages for different countries at low cost, which is an advantage for brands executing pan-European promotions. Another aspect is compliance: anecdotal evidence suggests European retailers have high compliance in deploying agreed promotional displays on time, especially in fast-moving consumer goods, meaning the planned sales uplifts from cardboard displays are often realized. In summary, Europe fully embraces paper displays for their flexibility and eco-friendliness, with outcomes that include both sales lifts and alignment with the continent’s stringent environmental standards (which in turn bolster brand reputation).

Asia (Asia-Pacific): The Asia-Pacific region is a rapidly growing market for POP displays and is expected to see the fastest growth rate globally in coming years, currently making up around 22% of the global market and rising. Major factors include expanding retail sectors in countries like China, India, and Southeast Asian nations, as well as rising disposable incomes that drive more consumer spending in modern retail formats. In these emerging markets, cardboard displays are extremely popular because of their low cost and ease of implementation. Many Asian markets have a culture of vibrant, promotional retail environments – for instance, convenience stores in Japan or hypermarkets in China frequently have multiple paper displays vying for customer attention at once. The competition for shoppers’ attention means displays are often very colorful, sometimes even more elaborate (in shape die-cuts or with motion elements like spinners) compared to Western counterparts. The effectiveness in Asia is pronounced; as new consumers enter modern retail spaces, they are quite responsive to promotions and in-store marketing. A World Bank statistic cited in a retail report noted retail sales in emerging Asia economies grew ~8% annually from 2020–2023, and POP displays have been a tactic to capture some of that growth by brands keen to establish themselves. For example, a multinational snack company in India might use dozens of cardboard stands in small urban grocery shops to launch a new flavor, knowing that these displays will penetrate areas where formal advertising is less influential than in-store visibility. The ROI is often high since labor costs for setting up displays are relatively low in many Asian countries, and the incremental sales in densely populated cities can be large. On the sustainability side, Asia is a bit of a mixed picture: some countries (like Japan, South Korea) are very progressive in recycling and eco-friendly retail, so cardboard fits well there. In others, the sustainability drive is just beginning, but there is movement – for instance, China’s government has in recent years pushed retailers to reduce single-use plastics and waste, indirectly encouraging alternatives like paper. Companies like Holidaypac opening cardboard display factories in Vietnam also indicate that supply is ramping up to meet demand in Asia for such displays. A key difference in Asia is scale: a single promotional festival (e.g., Lunar New Year) can involve tens of thousands of display units across a country. The ability to produce and deploy massive numbers of cardboard displays for a short festival period, then recycle them, is a logistical feat that has been refined in markets like China. This contributes to in-store sales peaks during those times. Therefore, in Asia, cardboard stands are fueling growth by enabling fast, wide-reaching promotions and by being adaptable to various store formats from small shops to giant hypermarkets. The cross-regional data shows Asia-Pacific’s share and usage climbing, signaling that paper displays will be even more central as retail expands there.

In conclusion, while the United States leads in sheer volume and advanced use of paper POP displays, and Europe leads in sustainability integration, Asia leads in growth momentum and scale of deployment. All regions see positive outcomes: American and European retailers report solid sales uplifts and improved shopper engagement from cardboard displays, and Asian markets are leveraging them as critical tools to capture new consumer spending. Importantly, lessons transfer across regions – for example, a successful concept in the U.S. (like a interactive stand for a toy) might be adopted in Europe with more sustainable materials, or an efficient low-cost design from Asia might inspire cost-saving strategies in U.S. retail. The cross-regional analysis reinforces that the core strengths of paper displays – flexibility, cost-effectiveness, and ability to drive impulse sales – are universal, even as the style and emphasis differ. It also highlights that global brands consider local context: they may use the same basic cardboard display concept worldwide, but tweak the messaging (such as emphasizing eco-friendliness in Europe or bold visuals in Asia) to maximize impact in each market.

Discussion

The findings from the data and cases above demonstrate that paper display stands play a significant and multifaceted role in driving in-store outcomes and profit. It is useful to interpret these results in a broader context and discuss the strategic implications for retailers and brands:

Firstly, the ability of paper displays to boost impulse purchasing and deliver sales uplift confirms a longstanding principle in retail: visibility drives sales. What has changed in recent years is the efficiency and agility with which this can be achieved using cardboard displays. Historically, achieving a 20%+ sales lift in-store might have required costly endcap deals or permanent secondary placements that only large brands could afford. Now, even smaller brands or short promotions can attain such lifts by investing in a relatively inexpensive cardboard stand. This democratization of in-store marketing allows more competition and innovation at the point of sale. It also calls for refined measurement – retailers are increasingly measuring the ROI of each display placement (some using tech like retail eye-tracking or sales tracking apps to see how each display performs). The consistent positive ROI from paper stands, as evidenced by examples in this study, should encourage brands to allocate budget to POP displays as a cost-effective marketing channel, potentially shifting some spend away from traditional advertising to in-store activation where the consumer’s purchase decision is made.

The discussion also raises the point of optimal display strategy: rather than framing it as paper vs permanent in absolute terms, many retailers will benefit from a balanced combination. The data shows temporary displays excel at short-term impact and flexibility, while permanent displays provide long-term brand presence and stability for proven products. An effective strategy is to use paper displays as a testing and learning tool – for example, test multiple cardboard display concepts for a product launch in different stores (A/B testing different designs or messages) and see which yields the greatest uplift. The best-performing elements can later be incorporated into a more permanent fixture if warranted. This approach was hinted at by the STI Group study with Capri-Sun, where a research methodology predicted and validated display performance across variants. It highlights how data-driven design of even cardboard stands can maximize ROI. In essence, paper displays offer a low-risk, high-reward experimental platform in retail merchandising – they can be deployed quickly, modified cheaply, and removed if ineffective, thus providing continuous improvement cycles for in-store marketing.

Another important discussion point is sustainability as a value driver. Beyond compliance or altruism, being environmentally friendly in retail displays can attract customers and even command a premium. Some retailers have begun marketing their stores as eco-friendly and highlighting efforts like using fully recyclable displays, which can differentiate the shopping experience. Brands that use cardboard displays made from recycled materials can incorporate that into their product’s storytelling (e.g., a blurb on the display saying “This stand is 100% recyclable – we care for the environment as much as we care for quality”). The synergy between product and display sustainability can amplify consumer trust. The data that 78% of people check recycling information or that 50% might avoid products with excessive packaging underscores that how a product is presented (packaging, displays, etc.) is increasingly part of the purchase decision. Therefore, paper stands not only avoid the negative optics of wasteful plastic displays, but actively create a positive image when done right. Companies can also reduce waste management costs by recycling displays and even sometimes upcycling them (there are instances where creative campaigns encouraged customers to take home pieces of displays for reuse, etc., although that’s niche).

In terms of financial performance, the use of cardboard displays can reflect on a company’s bottom line beyond just sales lifts. They often represent a more efficient use of marketing dollars. Consider that the cost to reach consumers via mass media is rising and the attention is fragmented, whereas a display in a store reaches a captive audience at the moment of decision with a tangible impact on sales. The relatively low cost means the breakeven in terms of additional units sold is quite low – even a modest lift can cover the display expense, and everything beyond that is added profit. However, one must be cautious: filling a store with too many displays can lead to clutter and diminish returns. Some discussion in retail circles warns of “display fatigue” – if shoppers are bombarded with cardboard stands at every turn, each individual one may become less effective. Thus, retailers curate which and how many displays to allow, often charging brands for prime display space (this is common in grocery retail where endcap or floor space is essentially sold for promotional periods). In that sense, while paper displays are cheap to produce, there can be costs associated with securing space for them. This factor can moderate ROI if not managed; a highly effective display in a poor location might underperform, whereas a moderately effective one in a prime spot can do great. The interplay of placement and cost is a strategic consideration.

Regionally, the discussion implies that local market characteristics should guide display use. In North America, large store formats allow big, bold cardboard structures – sometimes entire pallet displays – which can drive bulk purchases (e.g., a pallet of soda on display leads a customer to buy a whole case). In Europe, smaller formats mean more refined, space-efficient displays that perhaps focus on cross-selling (like a side display on an aisle that a shopper can easily grab one item from without it being in their way). In Asia, the sheer density of retail means competition for attention is fierce, so displays must be extremely well-designed or tied to strong promotions to stand out among many others. Cultural nuances also play a role; for example, bright red and gold displays abound in China during New Year, as those colors attract luck and attention. A one-size-fits-all approach to display design would miss such opportunities; hence global brands customize their paper stands regionally – an interesting point for discussion is the adaptability of cardboard. It is far easier to adapt than permanent structures (just print differently), which is another advantage in serving diverse markets.

Finally, technological integration is a forward-looking aspect to consider. As mentioned in results, digital elements are being combined with physical cardboard displays (e.g., small screens, motion sensors, AR codes). This convergence means the humble paper stand could evolve to offer more interactivity while still being inexpensive and sustainable (for instance, using a recyclable paper substrate with embedded printed electronics or simply holding a small reusable screen). Such developments might further improve engagement and trackability (imagine a display that can count how many people picked up a product from it via a sensor). While these are emerging trends, they suggest that paper displays will remain highly relevant by incorporating new tech rather than being displaced by it. The discussion from an industry perspective is that companies need to measure and innovate continuously: those that treat in-store displays as a serious marketing science – combining design creativity, shopper psychology, and data analytics – are likely to gain a competitive edge at the shelf.

In conclusion, the discussion reinforces that paper display stands are a powerful tool in the retailer’s arsenal. They provide flexibility to respond to market changes quickly, deliver proven sales and profit benefits, and align with modern priorities like sustainability and experiential retail. The challenges (ensuring quality execution, avoiding clutter, integrating into omnichannel marketing plans) are manageable and are outweighed by the benefits when best practices are followed. Brands and retailers that strategically deploy paper displays as part of their marketing mix can capture additional revenue and build brand equity in ways that are difficult to replicate through other means.

Conclusion

This research article examined the influence of paper display stands (corrugated cardboard point-of-purchase displays) on in-store outcomes and profitability, drawing on recent data (2020–2025) and historical comparisons. Several key conclusions emerge:

• Impact on Sales and Shopper Behavior: Paper display stands have a clear positive effect on consumer behavior in stores. They enhance product visibility and encourage impulse purchases, leading to significant sales uplifts. Contemporary studies and case examples show that temporary cardboard displays commonly boost product sales on the order of 20–30% during promotions, validating their efficacy as a sales driver. These stands attract attention through novel and eye-catching designs, successfully interrupting routine shopping patterns and introducing shoppers to new or promotional items. The high in-store decision rate (over 80% of purchases decided in-store in modern retail) underscores that influencing shoppers at the point of purchase is crucial, and paper displays are a practical means to do so.
• ROI and Cost-Benefit: Paper displays offer strong return on investment due to low production and deployment costs relative to the sales gains they produce. Compared to permanent fixtures made of metal, wood, or plastic, cardboard stands are inexpensive (often under $100 each) and can often be designed, produced, and delivered in a matter of weeks. With typical sales increases, even a short-lived display can pay back its cost multiple times over in profit. Our analysis found that brands allocate a majority of their POP display budgets to temporary displays (around 60% on average), reflecting confidence in their cost-effectiveness. While permanent displays also yield ROI when averaged over years, the flexibility of paper stands to be used tactically – and then recycled – makes them an efficient choice for timely campaigns and testing new marketing ideas.
• Cost, Logistics, and Labor Advantages: In addition to direct costs, cardboard displays minimize logistical expenses. They are lightweight and ship flat, reducing freight weight and volume (key parts of logistics costs). They do not require complex installation; store employees can assemble them quickly without tools, saving labor time and avoiding disruptions. These practical advantages mean that using paper displays can lower the overall cost of a promotion, allowing either more promotions for the same budget or higher net margins from a given promotion. In an era where retailers are optimizing supply chains and in-store operations, the simplicity of paper stands aligns well with those efficiency goals.
• Sustainability and Brand Image: Paper display stands confer strong sustainability benefits. Made largely from recycled material and being fully recyclable themselves, they help retailers and brands reduce waste and carbon footprint. This study highlighted how sustainability is not just an ethical or compliance issue but also a marketing advantage: consumers increasingly favor brands that demonstrate environmental responsibility, and the use of recyclable displays is a visible indicator of such commitment. Companies like Walmart and Unilever adopting cardboard displays in line with sustainability initiatives exemplify industry movement in this direction. Brands can enhance their reputation and customer loyalty by incorporating eco-friendly displays, thereby translating sustainability into profitability through elevated brand value and potentially higher sales for “green” perceived products.
• Industry and Regional Utilization: The use cases spanning FMCG, electronics, cosmetics, and luxury retail confirm that paper displays are versatile and beneficial across product categories. From driving high-volume snack sales in grocery stores to providing bespoke, aesthetically pleasing setups for luxury pop-ups, cardboard stands adapt to the needs of each sector. Cross-regional analysis showed that North America and Europe have mature practices and high standards (with Europe particularly emphasizing environmental aspects), while Asia-Pacific is in a rapid growth phase of display usage, leveraging cardboard units to fuel retail growth in emerging markets. These differences notwithstanding, the fundamental effectiveness of paper displays is consistent globally, suggesting that the insights of this study have broad applicability.

In closing, paper display stands represent a synergy of marketing effectiveness, cost efficiency, and sustainability that is very much in tune with current retail trends. They allow retailers to be agile in merchandising—launching and ending promotions with minimal sunk costs—while engaging customers in ways that boost impulse buying and overall sales. As retail environments become more dynamic and experiential, the humble cardboard display is also evolving (with improved print quality, structural creativity, and even tech integration), ensuring it remains a cornerstone of in-store marketing. For businesses evaluating how to maximize in-store outcomes and profit, investing in well-designed paper display stands is affirmed by both the data and real-world practice as a sound strategy. Future research might delve deeper into optimizing display design via shopper analytics or environmental life-cycle assessments, but the evidence at hand solidly supports the conclusion that paper displays are a highly effective tool for influencing consumer behavior and improving profitability in retail settings.

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References

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• Great Northern Instore. (2022, January 24). Permanent vs. Temporary Displays. Great Northern Instore Blog. (Industry article reporting average sales lifts and budget allocations for permanent and temporary POP displays)
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• STI Group & Philipps-Universität Marburg. (2020). ROI Light™ Shopper Research – Display Success Prediction. STI Group Trends & Insights. (Description of a research-validated methodology to predict sales uplift of different POS display concepts, mentioned for context on measuring display impact)‍
• PCA (Packaging Corporation of America). (2021). How Innovative POP Display Design Advances Sustainability. PackagingCorp.com Article. (Example of redesigning displays to eliminate non-recyclable components, illustrating corporate move towards sustainable cardboard displays.)
• Frank Mayer and Associates. (2019). The Difference Between Temporary and Permanent Retail Displays. Frank Mayer Blog. (Explains cost and usage differences between temporary corrugated displays and permanent ones, reinforcing concepts of lifespan and materials.)
• Shop! Association (formerly POPAI). (2018). In-Store Marketing Trends Annual Report. Shop! Research Report. (Provides historical context on impulse buying rates, in-store decision-making, and the continued importance of POP displays in various retail channels.)

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