As we head into 2025, retail executives are looking for impactful strategies to grow average sales and profitability per shopper. The “big bet” for the coming year is to increase the number of units sold per shopper visit and keep gross profitability steady — all without falling back on price cuts or extensive renovations.
At Lighting for Impact, we believe one of the most effective ways to accomplish this is through a cost-effective, high-impact on-shelf lighting upgrade that enhances the shopping experience and keeps shoppers in-store longer.
Why Discounting Isn’t Always the Answer
Historically, many retailers have relied on discounting to attract customers and increase sales. While discounts might entice shoppers through the door, they don’t necessarily increase how much each customer buys during a visit. What’s more, price reductions negatively impact gross margins, which can hurt the bottom line in the long run.
Instead, to achieve sustained growth, the focus needs to be on maximizing the value each shopper brings. By increasing engagement and driving more units per transaction from the same customers, retailers can realize higher sales per trip without sacrificing profitability. This strategy taps into a simple but powerful correlation: the longer shoppers stay in the store, the more they buy. According to Talking Retail, for every 1% increase in dwell time there is a 1.3% increase in spending. This can really add up over time.
Create an Experience That Keeps Shoppers in the Store Longer
Studies show that a pleasant store environment encourages shoppers to linger, increasing their dwell time, and ultimately, their purchases. But what exactly makes a store “pleasant”? A well-designed retail space isn’t just about layout and cleanliness; it’s about creating an inviting atmosphere.
On-shelf lighting is one of the most impactful ways to create a warm, welcoming environment that draws shoppers to key displays and keeps them engaged. Strategically placed lighting adds contrast and highlights fresh, well-stocked shelves, making products look more appealing. When a shopper sees their favorite items in an enticing display, it stimulates their senses, making them more likely to explore the shelves and pick up additional items.
In fact, our previous post on retail remodeling outlines how on-shelf lighting can enhance the shopping experience and help retailers get the most out of their capital budgets with minimal disruption. For 2025, on-shelf lighting offers a practical, affordable way to bring freshness and vibrancy to the store, setting it apart from competitors without the need for extensive renovations.
Grow Sales Without Sacrificing Margins
With on-shelf lighting, retailers can drive higher unit sales per shopper trip while maintaining — and potentially increasing — their gross profit margins. By creating a balanced, visually appealing environment, stores can influence shopper behavior without resorting to markdowns. In fact, shoppers are more likely to make impulse buys in a well-lit store that enhances the product’s visibility and appeal.
Implementing this lighting upgrade can be straightforward and surprisingly affordable. In many cases, lighting enhancements pay for themselves quickly through increased sales. At Lighting for Impact, our lighting experts work directly with retailers to design tailored on-shelf and display lighting solutions that suit each store’s unique needs and budget.
Get Ready for 2025
As we enter 2025, why not make your “big bet” on a strategy that keeps shoppers engaged, maintains profitability, and encourages increased spending per visit? A well-lit store is not only more inviting, but it also stimulates buying behavior, driving measurable ROI with a relatively modest investment.
For a deep dive into how on-shelf lighting fits into a larger remodeling strategy, check out our full guide to easy retail store remodeling with high ROI. And to explore a custom lighting solution tailored to your goals, reach out to one of our experts today.
