With the Labor Day holiday behind us, now is the perfect time to start thinking of diverse ways to increase sales during the 4th quarter. For retailers, this symbolizes that all-important holiday season. Now is the ideal time to think of innovative ways to leverage retail store displays to help increase sales. What better way to start than with the most visited place in any store, the front checkout counter?

A retail sales counter is one of the most crucial aspects of any retail store. It offers several unexpected ways to generate more sales and enhance the customer experience. As you’re creating your strategic plan for the coming year, it’s essential to consider how you can utilize your checkout counter to meet business goals.

In this article, the team at Shelving Depot will help you examine three diverse ways retailers can increase holiday sales by utilizing retail sales counters.

Entice Impulse Purchases

According to the U.S. Census, retail sales hit a $7.1 trillion record in 2022, a significant increase from $6.5 trillion in 2021. One of the many advantages brick-and-mortar stores have against their online counterparts is enticing customer impulse sales. Without question, the store’s best place to allow for impulse sales is at the sales counter. Why? Once customers reach your checkout counter, they are committed to spending money and purchasing.

Impulse buying consists of purchases from consumers that are not planned. Merchandise perfect for impulse sales varies significantly from business to business but often includes food & drink, gift cards, small toys, and products such as car chargers or flashlights. It’s important to note that as a retailer, it’s your responsibility to keep on top of the latest trends in your industry and provide a way to display these items effectively.

Take Advantage of Seasonality

Taking advantage of seasonality is not a new concept in retailing. It’s been a strategic tactic for retailers since the beginning of the century. Data shows that as much as 20% of annual retail sales occur during the holiday season. Though holiday retail sales can mean different things to retailers across various industries, one thing is sure — your store can instantly increase profitability when you have a strategy for displaying seasonal merchandise at your checkout counter.

A perfect example of how retailers can leverage a holiday to increase sales is Valentine’s Day. In a recent survey from the National Retail Federation, it discovered that the average consumer in 2019 spent $161.96 on Valentine’s Day — an increase of 13% over last year’s $143.84. Another fascinating insight from the study mentioned that these purchases were intended for their significant other and other close family members such as parents, children, and pets.

Think about the most popular purchases that take place during Valentine’s Day. Candy, chocolate, greeting cards, wine, and flowers typically come to mind, but how can you leverage these items for your business? If you own a liquor or convenience store (or any retail store, for that matter), display these items on or around your sales counters leading up to the holiday. Small, seasonal additions like these can significantly impact your business.

Promote Your Business & Establish Customer Loyalty

Checkout is often the first time a customer will interact with your store employee. This initial interaction period is the perfect opportunity to establish loyalty between your business and your consumers by providing exceptional customer service.

Another way your retail sales counter can help facilitate customer loyalty is by providing them with an inviting space. Ensure the area around your sales counter is neat and clean, as appealing checkout counters are ideal for impulse purchases. It’s also crucial not to confuse customers and promote a stressful shopping experience. Trying to display too many things around your sales counters will provide a negative customer experience and work against your goal.

Sales counters also provide a terrific, affordable opportunity to promote your business. Are you looking for a simple, practical way to catch your customer’s attention while they wait to pay for their merchandise? We recommend placing a television on the wall directly behind your front-end sales counter so you can highlight upcoming sales or promotions, along with any new products your store might be offering.

These are just a few examples of how retailers can effectively utilize their retail sales counter to increase profitability during the holiday season. To ensure you maximize every inch of your store’s layout, contact Shelving Depot today and learn more about custom checkout counters.