Checkout counters are among the most valuable merchandising spaces in a retail store. Customers have already committed to buying and are often more receptive to small add‑on purchases at this stage. Properly arranged displays in this area can increase basket size, highlight promotions, and improve the overall shopping experience.
Retailers across different sectors use this space differently. Convenience stores often display snacks and drinks. Pharmacies use it for health products. Fashion outlets place accessories and small gifts. The goal is the same: increase sales without slowing the checkout process.
Impulse purchasing is one of the biggest drivers of sales at checkout. Studies show that more than 70% of impulse buys occur in this zone, where customers are standing still and waiting to pay. A 2025 report from Invesp also found that shoppers typically make an average of three unplanned purchases in four out of every ten store visits, showing how influential this space can be on total sales.
High‑traffic areas like counters are also valuable for promoting seasonal goods. A small display of sunscreen in summer or gift cards before holidays can lift sales significantly. Retailers who rotate products frequently see better results than those who leave the same items in place for months.
In addition to boosting sales, a well‑planned display can solve operational problems. Compact shelving units or baskets reduce clutter on counters. They help keep payment areas organised, making checkout faster and more pleasant for both staff and customers.
An effective counter display balances visibility, convenience, and relevance. Products should be positioned where customers naturally look—eye level or directly in front of the card reader. Placing products too low or too far to the side reduces interaction.
Price is another factor. Customers at checkout rarely want to consider big purchases. Items under $20 perform better because the decision is quick. Common examples include confectionery, small gadgets, lip balms, and batteries.
Presentation matters too. Cluttered counters can discourage purchases. Using small racks, tiered shelving, or acrylic bins keeps products tidy while making them easy to grab. Signage should be clear and direct, avoiding too much text or distracting graphics.
Seasonal flexibility is also valuable. Displays that can change with minimal effort help retailers refresh their look without investing in new fixtures. Swapping products or signage for events like back‑to‑school or Valentine’s Day keeps the counter relevant to customer needs.
Tiered and Vertical Shelving
Limited space is one of the biggest challenges at counters. Tiered shelving creates extra display surfaces without expanding the footprint. Multiple levels let customers view different products in one glance.
For example, a three‑tier acrylic stand can hold chocolates on the bottom, gum and mints in the middle, and small promotional items on top. The vertical layout keeps counters tidy and maximises visibility. Retailers we’ve worked with note that tiered setups reduce restocking time during busy hours since staff can see gaps quickly and refill without disrupting customers.
Clear Bins or Containers for Grab‑and‑Go Items
Loose products like wrapped lollies, travel‑size toiletries, or novelty stationery perform well in open bins. Transparent containers invite customers to browse quickly and make impulse grabs.
These bins also simplify refilling. Staff can monitor stock levels at a glance and replenish without slowing down checkout lines. In smaller convenience stores, staff report that placing multiple bins grouped under “under $5” signs encourages more than one item per purchase rather than a single grab.
Cross‑Merchandising Displays
Pairing complementary products near checkout increases sales by prompting logical add‑ons. A phone accessories shop, for example, might display chargers alongside phone cases. A hardware store could place batteries beside torches.
Cross‑merchandising works particularly well during product launches or seasonal promotions. Discussions among small‑business owners on Reddit highlight similar practices—many note that everyday items like charging cables and sunglasses sell strongly when paired near the register with related products. The feedback shows that checkout space is often treated as flexible, changing with what’s trending or what needs clearance.
Seasonal and Themed Mini‑Displays
Holidays, local events, and changing weather create opportunities for themed checkout displays. A corner store might offer small Easter chocolates in March and sunscreen in December. A fashion boutique could rotate jewellery stands to reflect current trends or upcoming events like Valentine’s Day.
The key is quick turnover. Seasonal items should appear early enough to capture demand but disappear before they feel outdated. Using flexible shelving or baskets allows for easy product swaps without redesigning the entire counter. Retailers frequently mention that themed displays also give staff conversation starters, making upselling feel more natural.
Digital Screens or Small Signage at Counters
Screens and small digital frames are becoming more common at checkouts. They promote store promotions, loyalty programs, or featured products in a dynamic format. A looping video or static slide deck draws attention without taking up shelf space.
For smaller stores, printed signage remains effective. Clear, minimal text paired with price tags or small callouts like “new arrival” or “limited stock” directs customer attention without overwhelming them. Staff feedback often highlights that smaller signs with bold pricing outperform cluttered posters in driving quick add‑on sales.
Eco‑Friendly or Reusable Product Focus
Customers increasingly look for sustainable options, even during impulse buys. Reusable shopping bags, bamboo cutlery, and stainless‑steel straws fit neatly into counter spaces and resonate with eco‑conscious buyers.
Highlighting these items near checkout positions the store as mindful of environmental trends. Placing them in easily reachable bins or small stands reinforces convenience while subtly promoting the brand’s commitment to sustainability. One regional grocer reported that reusable bag sales surged after moving them to checkout instead of keeping them in aisles.
Limited‑Time Offers or Flash Sale Baskets
Creating urgency at the counter can drive quick conversions. A small basket labelled “Last chance – $2 each” or “Today only” prompts immediate decisions. These are particularly effective for clearing excess stock or testing new products in small quantities.
Temporary offers also encourage repeat visits. Customers who see changing deals may return to check what’s new, increasing overall foot traffic and loyalty. Store managers often describe flash sale baskets as their fastest way to clear end‑of‑line items without discounting store‑wide.
Overfilled checkout areas reduce efficiency and make staff tasks harder. A balance between merchandising and operational flow is needed. The display should never obstruct payment terminals or customer movement.
Compact shelving or baskets mounted to the side of the counter free up the main surface for transactions. Hanging hooks on vertical panels can work well for small packaged goods like earphones or travel-size toiletries. For very tight counters, gondola ends beside the register provide display space without crowding the payment area.
Rotating stock frequently prevents the counter from looking stale. A weekly or fortnightly refresh keeps repeat customers interested while giving staff a reason to tidy and check inventory levels. The key is subtle rotation rather than full redesign each time.
Performance tracking helps retailers know what works and what needs adjustment. A simple sales comparison before and after installing a counter display can show immediate results. For example, if lip balm sales rise by 30% after being moved to the counter, the placement is effective.
More detailed methods include:
Regular review ensures the counter stays profitable rather than just decorative.
Retailers aiming to improve checkout counter displays can follow these practical steps:
For stores needing fixtures to support these strategies, Mills Shelving provides gondola shelving and other retail shelving options suited for checkout areas. Their modular systems and accessories help retailers keep counters organised, flexible, and aligned with ongoing promotions.
Clear strategy and small adjustments often outperform large, one‑off counter overhauls.
| Component | Product Type | Purpose |
| Tiered stand | Snacks, gum, mints | High visibility, quick grabs |
| Hanging hooks | Phone chargers, earphones | Cross‑sell tech accessories |
| Small bin | Travel toiletries | Encourage last‑minute add‑ons |
| Signage | “Limited stock – $2” | Drive urgency and quick decisions |
Compact setups like this can be installed without significant structural changes and maintained with minimal effort.
A store that sells gift cards and novelty stationery can rotate products based on upcoming events. Before Mother’s Day, small candle jars and greeting cards can dominate the counter space. During the back‑to‑school period, erasers and pens take their place. Seasonal rotation not only boosts relevant sales but also signals to customers that the store keeps stock fresh and current.
Branded colours, logos, and consistent materials strengthen recognition without overwhelming the customer. For example, using the store’s primary colour in signage or tray borders ties the checkout area to the rest of the store. Subtle branding also helps customers remember where they saw a product if they want to purchase it later.
Checkout counter displays are more than an afterthought. They influence impulse purchases, highlight seasonal products, and boost overall basket size. A well‑structured display turns idle wait time into revenue without slowing the transaction process.
Stores that refresh displays regularly, track sales performance, and adjust based on customer response often see noticeable improvements in profitability. Even small changes—like adding a tiered shelf or rotating products for holidays—can lead to consistent sales lifts over time.
Retailers aiming to improve their counter setup can start with compact shelving, transparent bins, and clear signage. These low‑cost adjustments make immediate impact and can be expanded as customer preferences become clearer.
