The brand manager is planning a promotional campaign for the quarter. Two offers are on the table: a plastic display stand that will last for several seasons, and a cardboard stand designed specifically for this campaign, ready to be recycled after it ends. Which one to choose?
The answer is rarely simple, because both materials have their strengths and both make sense – but in completely different situations. Below you will find specific criteria that will help you make the right decision before it reaches the quotation and design stage.
What is a cardboard display and why choose it at all
A cardboard stand (otherwise known as a cardboard promotional stand or cardboard advertising display) is a freestanding display element made of corrugated cardboard or solid board, designed to stand on the floor by itself without any additional supporting structure. It can take the form of a classic product tower, a double-sided display, a shelving unit, or a character-shaped silhouette—all depending on the needs of the campaign and the product it is meant to showcase.
From the perspective of a manufacturer and brand manager, cardboard has four properties that plastic cannot replicate: it is fully recyclable, can be produced in short runs without expensive injection molds, is delivered flat and assembled on-site by a store employee, and its cost is low enough that disposal after a campaign doesn't hurt. This is not a compromise—it is a set of features that, under specific conditions, makes cardboard a decidedly better choice than any plastic.
When a cardboard display stands out against plastic and metal
The first and most important argument in favor of cardboard is the short duration of the campaign. If a promotional action is to last 4 to 8 weeks, investing in a durable plastic or metal display stand makes no economic sense – its depreciation will not have time to close within the exposure time. A cardboard stand is produced faster, costs less, and after the campaign ends, it goes into the waste paper bin, not into a warehouse where it takes up space for the next few months.
The second argument is the scale of distribution. When a display stand needs to reach 200, 500, or 2,000 points of sale simultaneously, logistics determines the success of the entire project. A plastic display stand shipped pre-assembled takes up several times more space than a cardboard one, which is transported flat and assembled on-site by store staff. The difference in transport costs across several hundred locations can be significant enough to impact the profitability of the entire campaign.
The third factor, which is gaining increasing importance, is the PPWR (Packaging and Packaging Waste Regulation), being gradually implemented throughout the European Union. These regulations impose growing requirements on manufacturers and distributors regarding the recycled content and recyclability of packaging itself as well as POS materials. Corrugated cardboard meets these requirements without any modifications—it is produced largely from recovered fiber and is fully recyclable. Plastic, especially multi-layer or colored, often has a problem with this.
When to choose plastic or metal instead of cardboard
An honest answer to this question distinguishes a good advisor from someone who simply wants to sell a product. A cardboard display is not the right choice in every situation.
If the display stand is to last longer than one season and support several successive campaigns with only the graphics being changed, a durable material is a better investment. After a few weeks of intensive use, cardboard begins to lose its rigidity, and in environments with higher humidity (grocery stores, drugstores), it degrades faster than in dry spaces.
When a display stand must support significant loads—heavy products or large quantities of merchandise on several shelves at once—the cardboard requires careful engineering and the use of heavier grades of cardboard. For a product weighing several kilograms per shelf, the cardboard design is feasible but requires prototyping and strength testing, which extends the lead time and increases the cost.
Finally: if the display is to be used outdoors or in areas exposed to rain and moisture, cardboard is not an option without surface lamination or additional protective measures. It is possible, but it changes the cost breakdown.
Types of Cardboard Advertising Stands – What You Can Design
A cardboard display isn't just one specific format—it's a category that includes several different types of structures, each designed for a different application and location within the store.
A freestanding floor display is a classic product tower that is placed in the middle of an aisle or at the store entrance. It can have one or two display sides, product shelves, and a graphic space at the top (topper) featuring the logo and campaign slogan. This format attracts attention from a distance and works well for small products sold in large quantities.
A modular display stand with hooks or pockets offers more flexibility in organizing products of various sizes. The hooks allow you to hang packages with a hanging hole, while the pockets are ideal for blister packs, bags, and flat products.
A double advertising stand (L-shape or island) is a structure that takes up more space, but gains exposure from all sides—used for product launches or key seasonal campaigns, where the brand purchases featured space near the cash registers or the main aisle.
A countertop cardboard display is a smaller version of a stand—it sits on a store counter or tabletop instead of on the floor. It works well for impulse-buy items in the checkout area: candy, supplements, small beauty products, and accessories.
Printing on a cardboard stand – how many colors and what technique
A cardboard display stand is an advertising medium on par with a poster or banner—its entire exterior surface can be printed with campaign graphics. At TEK-PAK, we use up to 4-color flexographic printing directly on corrugated cardboard, which allows us to accurately reproduce brand colors, logos, product photos, and marketing copy.
It’s worth noting that flexographic printing has its limitations when it comes to very fine graphic elements and large gradients—if the graphic design calls for photorealistic images in full CMYK across the entire surface of the display stand, it’s a good idea to discuss this during the briefing stage so that the graphic design can be adapted to the technical capabilities and disappointment can be avoided during the prototype stage.
For more information about printing directly on corrugated cardboard, visit the website Customization and Printing.
Cardboard Displays and POS Materials—How Do They Go Together?
An advertising display is one element of the broader category of POS (Point of Sale) materials—that is, display tools used directly at the point of sale. In the same campaign, alongside a cardboard display stand, shelf talkers, wobblers, shelf displays, and other media can be used, each of which plays a different role.
A freestanding display catches the eye from a distance and draws attention to the product in one spot. A shelf talker works locally on a specific shelf in the planogram. A countertop display stops customers in the checkout area. A good POS campaign rarely relies on a single format—the individual elements complement each other and guide customers through the store.
You can find the full range of POS materials manufactured by TEK-PAK on the website SRP packaging and POS materials, where we also describe the design process from the brief to the finished piece.
How Is a Cardboard Display Stand Manufactured—From Design to Delivery?
Ordering a cardboard stand differs from ordering a standard transport box primarily in the design phase. Each stand requires an individual die-cut tailored to its shape and dimensions – this is a one-time element created for a specific project and is included in the implementation cost.
A typical timeline looks like this: a brief with dimensions and a graphic concept, a structural design and 3D visualization for approval, the creation of a physical prototype for evaluation in-store (this step is highly recommended for large production runs and distribution to retail chains), prototype approval, and launch of mass production. The time from the brief to the finished display stand for a project requiring a new cutting die and prototype is typically 10 to 14 business days.
For urgent projects and standard formats that do not require a custom die, the turnaround time may be shorter—it’s worth discussing this during the quoting process.
The Environmental Benefits of Cardboard in Practice—What You Should Know Before Making a Marketing Pitch
Corrugated cardboard is produced largely from recycled cellulose fiber and is one of the most recycled packaging materials in Poland and Europe. The recycling rate for corrugated cardboard and paper in Poland exceeds 90%, which means that the vast majority of cardboard stands are returned to the material cycle after a campaign, rather than ending up in a landfill.
This is important information for brands that want to highlight their sustainable approach to POS materials in their ESG campaigns or are responding to the growing demands of retail chains, which are setting increasingly higher standards for eco-friendly packaging and display materials with a low carbon footprint. It’s worth remembering, however, that the material itself isn’t everything—a display stand cut too tightly that loses its shape after a week and is thrown away by the store has a worse environmental footprint than a plastic display stand that lasts three years. Durability and build quality really do matter here.
If environmental requirements or compliance with the PPWR are formally significant in your project, it is worth discussing this aspect on a case-by-case basis—TEK-PAK can prepare the material documentation required by auditors or network partners.
Want to see if a cardboard display is the right format for your campaign? Use free quote – Our consultant will respond within 24 hours and recommend a format, material, and print run tailored to your schedule and budget.
Frequently Asked Questions About Cardboard Display Stands
How much does a cardboard display stand cost? The cost depends on the size, the number of shelves or hooks, the quantity, and the scope of the printing. For displays that require a new die-cut template, there is a one-time cost for its production. We prepare a detailed quote on a case-by-case basis after reviewing the dimensions, features, and planned production volume.
What is the minimum number of stands per order? We determine minimum order quantities on a case-by-case basis, depending on the complexity of the project. For simpler formats, lower minimum order quantities are possible. For projects requiring a new die, the minimum order quantity is higher so that the implementation costs are spread out sensibly per unit.
Can a cardboard display stand be shipped flat-packed? Yes—that’s one of the main advantages of this format. We ship and deliver cardboard displays flat-packed, which reduces their shipping volume several times over compared to pre-assembled displays. It usually takes just a few minutes to glue or assemble the display on-site at the store.
How long will a cardboard display stand last in a store? Under standard use in a dry environment—4 to 12 weeks, depending on the intensity of use. In humid environments or when heavily loaded with products, this timeframe may be shorter. For campaigns lasting longer than one season, we recommend considering more durable materials or laminating the cardboard surface.
Does a cardboard display stand have to meet the requirements of retail chains? Yes, large chains (e.g., Biedronka, Lidl, Kaufland, Rossmann) have specific specifications for display materials: dimensions, labeling systems, and requirements regarding overload resistance. We design displays with these requirements in mind, provided the client provides the appropriate guidelines during the briefing phase.
