How Much Is Retail Signage?

Retail signage is one of the most effective marketing tools in a successful store’s tool-belt. According to a new study from Edison Research,on-site advertising is still one of the strongest forms of advertising brands can invest in.

While consumers are starting to block out digital ads with software, "Until someone invents glasses that block advertisements, [on-site advertising] will continue to be a compelling and effective means to disseminate brand messages."

Though we do love a good space-age film as much as the next person, we don’t see this happening anytime soon. That means that although there is some cost to printing retail signage, it will be well worth your investment.

So then the question is, how do you figure out what sort of investment you should be putting into your storefront and sales floor  signs? Don’t worry. We’ve got you covered!

The Cost of Retail Signs

As you might imagine, the cost of a sign that might be ordered online from a sign or banner company could range anywhere from $10 to $1,000. Costs greatly depending on its size, the material it's printed on, and the design used.

Retail signs can be divided into two main categories:

• Flexible signs are typically made out of vinyl or mesh, are often in place for a temporary period and are easy to roll and store. They are also typically less expensive than their rigid counterparts.
• Rigid signs can be printed on a variety of rigid materials ranging from Coroplast and PVC Foam Board Plastic to Aluminum or Aluminum Composite, Coroplast and PVC, which are both weather resistant, are typically less expensive, while construction grade aluminum is often the most costly. Magnetic signs are also included in this category as are banner stands, which include messages printed on flexible materials but which are anchored on rigid, framed structures.

If you want to know just how much to budget for retail signage, start with this easy equation:

Sign Type (Material/Size) x Quantity x Times Per Year

Materials Matter

When you’re making your decision, it’s important to consider that the quality of the material will also affect the cost and lifespan of your sign.

When you’re making your decision, it’s important to consider that the quality of the material will also affect the cost and lifespan of your sign.

Materials that are “heavier” weight are likely to last longer, show less wear and tear, and hold their true colors longer. PVC is, in most cases, more durable than Coroplast. A 13 oz. banner with grommets is a tough contender when battling the elements but a mesh banner is designed specifically for wind and inclement weather. Match the materials used in your signage to their purpose, retail environment and potential lifespan.

Know Your Timeline

The last factor to consider in your quest for a retail signage budget is how often you will be needing new signs. Do you run multiple sales throughout the year? Do you have special holidays that you promote separately?

Once you have a baseline cost for the signs you will need to cover your store, you can multiply that by the times per year you switch out your signs.

Invest & Grow

?“Baby [they’re] worth it!” ?

It’s pretty simple. Signs are the way to go if you want to show your customers what you have to offer. "Developers now have clearer ROI metrics on store improvements which has put the integration of architecture and signs as a significant strategy for mall and shopping center renovations," explains Jan Lorenc, Director of Design at Lorenc + Yoo Design, a specialist in retail design.

It's not just shopping malls that should take the hint. Small retailers can get just as much bang for their buck investing in retail signage.

So if you’re asking, “how much does retail signage cost?” you may be better served figuring out how much to spend to get a return. Try working backwards. Let's say your business grosses $200,000 a year in sales. If you add 10%, that's $220,000 per year, or an extra $1666 per month. Consider investing one-third of that potential, conservative profit into your new retail signs. You'll be sure to be reaping the benefits long after the signs have been paid for.

Need a little more help to decide what sort of signs are right for your business? Here are a few tips for picking the right sign.