What counts as a point-of-sale display
Point-of-sale displays, often shortened to POS or POP displays, are the printed pieces that sit where customers decide: on a counter next to the cashier, on a cafe table, at the end of a supermarket aisle or beside a product in a pharmacy. They are small compared to banners and signboards, but they work at arm's length, when the customer is already in the shop and close to buying.
Buyers in Singapore usually choose between four families: printed counter cards, table tents, acrylic holders with paper inserts, and corrugated cardboard stands. Each has a different cost profile, lifespan and set of limits. This comparison goes through them so you can pick by use case instead of by habit.
The four options side by side
| Display | Typical lifespan | Upfront cost | Cost to update | Best for |
|---|---|---|---|---|
| Counter card with easel back | Weeks to a few months | Low | Reprint the whole card | Short promotions, many outlets |
| Table tent | Weeks to months | Low | Reprint the tent | F&B tables, hotel rooms, events |
| Acrylic holder with insert | Holder lasts years | Moderate | Low, swap the paper insert | Changing prices and menus |
| Corrugated floor or counter stand | One campaign | Moderate to high | New stand per campaign | Product launches, retail chains, stock holding |
The key question is how often the message changes. A display that is updated every month should separate the holder from the message. A display tied to one product launch can be printed as one piece and recycled afterwards.
Counter cards: cheap, quick and short-lived
A counter card is a single printed board, usually A5 or A4, with a fold-out easel on the back so it stands on its own. It is the cheapest way to put a promotion next to the till or on a reception desk.
- Material: thick art card, often laminated to resist scuffs and spills. For longer use, a thin PVC board lasts better.
- Easel: a glued card strut or a self-adhesive easel. Glued struts are stronger, and adhesive easels are cheaper for small quantities.
- Cost drivers: size, lamination and whether the card is die-cut to a shape. A shaped counter card looks more distinctive but needs a cutting die.
Counter cards work well for chains rolling out one promotion to many outlets at once, because they ship flat and can be set up by store staff in seconds.
Table tents: seen from both sides
A table tent is a folded card that stands up in the shape of a triangle or an A-frame, printed on two or three faces. It is the default in cafes, restaurants, hotel rooms and event tables, where people sit and look at it from different directions.
Formats and materials
- Two-sided A-frame folded from one sheet, with a glued or tuck base. The simplest and cheapest.
- Three-sided triangle, which shows a message to the whole table and holds its shape better.
- Synthetic paper or laminated card for tents that are wiped down between customers. Our comparison of synthetic paper and laminated paper explains which lasts longer in wet conditions.
Table tents are usually printed in hundreds or thousands, so unit cost is low. The weakness is that any change means a reprint. If you change your set lunch every month, a holder with an insert is cheaper over a year.
Acrylic holders with paper inserts
An acrylic holder is a clear frame, often L-shaped, T-shaped or a block, that holds a printed insert. You buy the holder once and print only the paper inside. This makes it the best option when content changes often, such as daily specials, price lists, room service menus or promotions that rotate.
- Upfront cost is higher than a printed card, because you pay for the acrylic. Branded holders with a printed or engraved logo cost more again.
- Running cost is low. An A5 or A4 insert on plain paper can be printed in small runs, or even in-house on a laser printer in a pinch.
- Durability is good, but acrylic scratches. Cheaper thin acrylic can crack if dropped, so ask about thickness.
- Insert sizes must match the holder exactly. Standard A-sizes are easiest, since custom-sized holders lock you into custom-sized inserts.
For a multi-outlet F&B business, a common setup is acrylic holders on every table with a monthly insert print run, and table tents kept for one-off events.
Corrugated cardboard stands
Corrugated displays are made from printed corrugated board, cut and folded into a stand. They range from a counter display unit that holds a few dozen small products, to a floor stand or dump bin at the end of an aisle. Brands use them for product launches in supermarkets, pharmacies and convenience stores.
What drives the cost
- Structural design. A stand that holds weight needs engineering. A good printer or packaging supplier will design the structure and test it with your actual product.
- Cutting die. Each shape needs a die, which is a fixed cost. It is spread over the quantity, so small runs carry a higher unit cost.
- Print method. Litho-laminated board gives sharp, full-colour graphics, while direct digital printing on board suits shorter runs.
- Packing and shipping. Stands ship flat but are bulky. Delivery to many outlets needs planning.
Retailers often have their own rules on display size, weight and placement, so check with the store's merchandising team before finalising the design. Corrugated stands are usually treated as single-campaign items and recycled after use. If you plan to print the matching product packaging too, our comparison of printed boxes covers the related cost drivers.
How to choose for your situation
Some practical rules of thumb from what we see buyers order:
- Message changes monthly or more often: acrylic holder with inserts.
- One promotion across many outlets: counter cards or table tents, printed in one run and shipped flat.
- Product needs to sit in the display: corrugated stand, designed around the product.
- Tables wiped many times a day: synthetic paper tents or an acrylic holder.
- Testing a new idea: start with a short digital run of counter cards before committing to dies or holders.
It also helps to think about who sets the display up. Store staff in a busy outlet will not spend ten minutes assembling a stand, so a display that arrives folded flat with one clear fold line gets used, and one with loose parts and a separate instruction sheet often ends up in the back room. For chains, send one sample set to a single outlet first and ask the staff how long it took. That small test can save a full reprint.
Whatever you choose, brief the printer with the size, quantity per outlet, number of outlets, display period and whether staff will assemble it. Our guide on how to brief a printer for marketing materials lists the details that keep quotes comparable.
Ordering point-of-sale displays with us
We print counter cards, table tents, inserts for acrylic holders and corrugated displays for retailers, F&B groups, hotels and brands across Singapore. We can supply acrylic holders in standard sizes together with the first set of inserts, and then print monthly insert runs to match. For corrugated stands, we work from your product dimensions and send a plain sample before the full run.
If you are planning a promotion, send us the outlet list, the display period and a rough idea of what you want customers to see. We will suggest one or two formats with a side-by-side quote. Reach us through our contact page.
