How Signage Can Generate More Impulse Purchases

Good Advice on Generating More Impulse Sales

Your retail sign prospect just said “I just don’t believe that many of our purchases will be impulse.” You know that impulse purchases are a substantial part of many retail businesses – what role does a quality sign play in generating impulse sales?

Here is what you can tell your prospect. According to the Institute of Transportation Engineers, impulse traffic can comprise up to 45% of all consumer visits to a retail business (“impulse” meaning a visit from someone who did not set out to visit this business, but who came to it as an intermediate stop on their way to or from another destination.)

This chart details some of the impulse-stop percentages for common businesses*:

Use these numbers to show your prospect that it is certainly in their interest to be sure they get their share of this impulse foot traffic (it can sometimes make the difference between a profitable and unprofitable business.) And what type of advertising can help the most? SIGNAGE.

Quality signage (with good façade contrast, easily legible font, proper kerning and bright illumination if needed) can help your client achieve a similar impulse visit percentage, with a subsequent positive effect on profits. Well worth the signage investment. LED channel letters can be an excellent choice for results-oriented signage.

*Small Business Administration, “Understanding the Value of Signage.”