Cardboard displays (also known as advertising stands or POS—Point of Sale—materials) are specially designed, freestanding cardboard structures used to showcase merchandise directly at points of sale, such as supermarkets, retail stores, pharmacies, or trade fairs.
Their primary purpose is to catch the customer’s eye in the so-called “impulse buying zone” and to present the product in the clearest and most attractive way possible.
Main types of cardboard displays
- Floor stands: Large, multi-level structures that stand directly on the floor. They allow for the display of large quantities of goods (e.g., beverages, toys, books, or clothing).
- Counter displays: Smaller stands placed near checkout counters or on shop counters. Ideal for small impulse-buy items such as chewing gum, cosmetics, batteries, or phone accessories.
- Pallet displays: Large containers placed directly on Euro-pallets, allowing goods to be displayed in bulk without the need for traditional shelving.
- Totems and advertising stands: Flat or three-dimensional cardboard figures serving an informational or branding purpose (often cut into the shape of the promoted product or a character).
Key advantages of cardboard displays
- Effective in-store marketing: Thanks to high-quality printing (often achieved through lamination/mounting), the display stands out in the retail environment and catches the shopper’s eye. Lightweight and portable: They are lightweight, making them easy to transport in a flat-packed format (for quick, on-site assembly) and simple to reposition within the store.
- Eco-friendliness: Unlike plastic or metal stands, cardboard displays are 100% biodegradable and easily recyclable once the promotional campaign ends.
- Cost-effectiveness: They are significantly cheaper to produce than permanent plastic or wooden displays, making them ideal for short-term marketing campaigns (e.g., seasonal, holiday, or sales events).