2.10.2025

How can digital signage boost Black Friday sales?

Black Friday is the busiest sales day of the year, when customers are looking for the best deals quickly. Digital advertising displays allow a store to stand out and direct customers’ attention to exactly those products and campaigns that drive the greatest sales growth.

Digital advertising displays are not merely a modern version of a poster — they are a proven, effective tool for growing sales and strengthening the customer experience. When customers are exposed to visually appealing, timely, and well-targeted messages at the very moment of purchase, they more frequently make additional purchases, take advantage of offers, and choose the featured products over competitors.

In this article, we look at how digital signage affects sales, customer flow, and advertising revenue on Black Friday, and present a calculation example you can use to estimate the return on your own advertising displays.

The impact of digital advertising displays on sales

Advertising displays boost sales

Research shows that a digital display can increase sales of a promoted product by an average of 11.5 %.

The store is the hub of purchasing decisions

According to POPAI reports, as many as 70 % of purchasing decisions are made in-store, underscoring the importance of in-store communications, particularly on busy sales days such as Black Friday.

Digital signage attracts customers

Digital signage also increases customer flow by an average of 17 %, thereby attracting more potential buyers and driving sales.

Messages are remembered

According to Arbitron research, messages achieve a recall rate of over 83 %, making displays an effective way to capture attention and guide purchasing.

The impact of digital advertising displays on sales

Advertising displays boost sales

Research shows that a digital display can increase sales of a promoted product by an average of 11.5 %.

The store is the hub of purchasing decisions

According to POPAI reports, as many as 70 % of purchasing decisions are made in-store, underscoring the importance of in-store communications, particularly on busy sales days such as Black Friday.

Digital signage attracts customers

Digital signage also increases customer flow by an average of 17 %, thereby attracting more potential buyers and driving sales.

Messages are remembered

According to Arbitron research, messages achieve a recall rate of over 83 %, making displays an effective way to capture attention and guide purchasing.

Sales growth and improved attention value

Moving images and changing content attract attention considerably more effectively than static posters. Placing a display strategically near the entrance, the store’s product displays, or the checkout lane ensures the message reaches the customer at exactly the right moment.

On Black Friday, a display can highlight, for example:

daily offers
seasonal products
recipe or usage tips
products recommended by customers

This increases the likelihood of a product ending up in the shopping basket and grows the opportunity for upselling — for example, by pairing a main ingredient with a suitable side dish or drink.

Retail media brings a new source of revenue

Digital signage can also generate advertising revenue. The retail media market is growing rapidly internationally, and analysts predict that advertisers will be investing more in it than in television advertising by 2028.

A retailer can sell advertising space to suppliers and brands that want to be visible in front of Black Friday shoppers.

This is a win–win situation:

The retailer gains new advertising revenue

which can cover, for example, the acquisition and maintenance costs of the displays.

Brands achieve a better ROI

as the message reaches the customer at a critical moment of decision-making.

The customer receives relevant content

that helps with choices and adds value.

Flexible and targeted advertising

A traditional poster remains the same until it is changed, whereas a digital advertising display adapts to the situation. In the morning, coffee and fresh bread can be advertised; in the afternoon, ready meals for busy customers; and in the evening, seasonal products. Content can be modified in an instant without printing costs and targeted based on sales data, customer profiles, and the time of day. This means messages reach exactly the right target group at the right time, and the results show directly in the cash flow.

A practical example of Black Friday upselling

Imagine that an advertising display increases sales of one product by an average of 11.5%.

If the product normally sells 1,000 units per month at a unit price of 5 euros, a single display generates an additional 575 euros in sales per month. When campaigns are run regularly, and there are several displays, the impact multiplies quickly.

If a store has five displays, extra revenue of over 34,500 euros per year can accumulate. This demonstrates how quickly an investment in displays pays for itself, whilst also giving a realistic picture of the commercial impact of a digital signage solution.

Digitaalinen pöytänäyttö esittelee smoothie-tarjouksen 5 eurolla, havainnollistaen lisämyyntiä juoma- ja kahvilaympäristöissä.

How much can a store's sales grow per day?

Daily visitor numbers in store

Daily sales in store (in euros)

The data you enter is not saved.

Strengthening the customer experience

Sales are important, but the customer experience is equally significant. When a store offers useful and visually appealing content, the shopping visit becomes experiential. The customer feels that the shop understands their needs and provides relevant information at exactly the right moment. This increases customer loyalty and brings customers back again.

Summary

During a Black Friday campaign, digital signage offers the retailer three significant benefits.

Firstly, it increases direct sales by as much as 11.5% for promoted products, according to research.

Ihmisten kädet pitelevät erivärisiä ostoskasseja mustaa taustaa vasten, symboloiden retail media -ratkaisujen mahdollisuuksia kaupan alalla.

Secondly, it creates a new source of revenue through retail media, whereby advertising displays become an advertising medium for which suppliers pay.