From the posters in your local coffee shop window to eye-catching vehicle wraps, business signage is everywhere. But how much does it influence Canadian shoppers? As it turns out, quite a lot. In April 2025, VistaPrint conducted a national survey of 1,000 Canadian shoppers to understand how different types of signage affect consumer behaviour.
The results show signage for business is a powerful and often underestimated tool that influences what people buy, where they shop and how they feel about businesses, especially local businesses. The survey shows how well-executed business signage can increase store visits, boost brand recall and lead to unplanned purchases. This article explores those shopping insights and offers actionable strategies to help Canadian small business owners design signage that attracts attention and encourages action.
Signage for a coffee shop
Types of business signage that get noticed
Shelf talkers and hanging banners influence shopping decisions
Shelf talkers—the small printed signs that hang off store shelves—provide information about products and offers. And according to 48% of survey respondents, this type of retail signage is the most attention-grabbing format, followed closely by hanging banners at 46%.
The biggest fans of shelf talkers are women (51%), Boomers (52%) and Post-War generation shoppers (53%), while Gen Z are most drawn to hanging banners (56%). This illustrates the impact traditional in-store signage still has on customers, especially among older demographics, with younger generations showing a preference for impactful large-scale sign formats.
Digital displays are popular with men and younger audiences
Digital business signage is most popular with men (46%) and younger audiences, including Gen Z (42%) and Millennials (46%), highlighting the importance of screen-based visuals for engaging tech-savvy shoppers.
How does this inform signage strategies?
If your business targets older customers, invest in well-placed shelf signage with large, clear text. For younger audiences, blend banner signage with digital displays to create a more dynamic in-store experience. The survey suggests that a hybrid strategy balancing traditional and technical signage is the best approach for reaching multigenerational audiences.
Hanging banners appeal to 46% of respondents
What makes signage for a business effective?
Clear pricing and visual appeal capture attention
When it comes to effective signage, 61% of Canadians prioritize clear price information. Other signage design elements that attract attention include large text (35%), bold colours (35%) and humour or clever copy (33%).
While men are more drawn to professional design and high-quality images, women and Gen Z respond to humour, bold visuals and colourful displays. Boomers place the most importance on legibility, with 68% prioritizing clear pricing and 47% favouring large text. Therefore, clear business signage with readable text is important if your business targets older generations.
The power of CTA language
Shoppers find certain calls-to-action (CTAs) like “Buy one, get one free” (41%), “Locally made/Canadian owned” (34%) and “Save X%” (31%) the most persuasive.
Boomers (49%) and Post-War (53%) generations responded most to local ownership messaging, suggesting that emotion and community loyalty may influence purchasing decisions more for older shoppers.
How does this inform signage strategies?
When targeting younger Canadian shoppers, lean into fun visuals, humour and bold design. For Boomers and older customers, focus on larger fonts and messaging highlighting Canadian-made products or local business ownership. For all audiences, creative signage with clear pricing and value-driven CTAs is likely to influence a purchase.
Branded poster with visual appeal
How signage shapes shopper behaviour
Signage sparks action
For nearly half (49%) of all respondents, business signage has led them to buy something on promotion. And with 66% of respondents saying they entered a small business because of signage, signs aren’t just there to share information; they have the power to influence customer behaviour. This impact is strongest among Millennials (75%) and Gen Z (74%), who were the most likely to make unplanned purchases or try something new after reading a retail sign.
Off-site signage can drive in-store visits
Off-site outdoor signs—billboards, community signage and event banners—also play a role, with 60% of respondents saying they prompted them to visit a business. Vehicle wraps and lawn signs also encourage custom and increase brand awareness, especially for Gen Z, with 40% significantly influenced by lawn signs, 32% by vehicle wraps and 14% by event signage.
Boomers and Post-War generations were far less influenced by off-site signage, highlighting the importance of targeted signage placements depending on your audience.
How does this inform signage strategies?
Signage, both off-site and in-store, drives foot traffic, sales and brand engagement. Canadian businesses should customize the placement and format of their signs based on their target market, with younger shoppers’ buying behaviour most likely to be influenced by signage, specifically billboards, vehicle wraps and banners.
A vehicle wrap for a florist
Local business signage opportunities
Major chains dominate recall
When survey respondents were asked where they last noticed signage, 49% said major retail chains, compared to only 15% for small businesses. Our survey indicated that visibility and design quality could be key reasons for this. Men were more likely to recall signage in chain stores (54%) than women (44%). Women were also more likely to say they hadn’t noticed signage at all (29%).
Gen Z and Millennials recall community-driven signs
Younger shoppers reported a stronger recall for event signage and pop-up store displays. Gen Z engage most with community-oriented signage, such as at farmers markets and local events. Boomers and Post-War respondents had the weakest recall overall, further reinforcing the challenge for businesses targeting these demographics.
How does this inform signage strategies?
These statistics highlight a visibility gap for small businesses. To compete with major retailers and leave a lasting impression on Canadian customers, local businesses need to enhance signage visibility and design. There is an opportunity for small businesses to find inspiration in chain store signs, prioritizing eye-catching, well-designed signage placed in high-footfall areas to increase recognition and brand recall.
Colorful business signage for a sidewalk sale
Digital vs print materials
Coupons, flyers, posters and banners are still effective
Despite the rise of digital signage, Canadians still value print marketing materials. Coupons were the most influential at 55%, followed by in-store posters or banners (48%) and direct mail flyers (42%). Surprisingly, Gen Z shoppers reported being highly influenced by coupons (60%) and posters (49%), disproving the stereotype that young consumers prefer digital media.
Digital marketing: Email and social media
The majority of respondents across generations prefer to receive information about sales and promotions from retailers via email (45%), compared to social media (23%). Unsurprisingly, 34% of Millennials and 38% of Gen Z like to receive promotions via social media, presenting an opportunity to link signage to the digital experience for younger generations.
How does this inform signage strategies?
Print is still powerful, especially when used for value-driven promotions. For audiences of all ages, a smart small business marketing strategy combines both traditional and digital formats. For example, pair in-store banners with direct mail, or support a flyer campaign promoting a sale with targeted social media ads.
Promotional holiday posters
What consumers want from signage
Design, accuracy and accessibility
When asked what they’d like to see improved in local signage, Canadians said better design (41%), clearer product information (36%) and improved accessibility (17%). Gen Z also wanted more sustainable materials (27%) and digital signage (20%), while Boomers would like to see more legibility and clarity.
Common mistakes that deter shoppers
Signage mistakes that hurt business credibility include unclear messaging (43%), small text (40%) and spelling or grammatical errors (36%). Gen Z dislikes clutter and confusing layouts, while Boomers are sensitive to readability issues.
How does this inform signage strategies?
To meet shoppers’ expectations, retail signage needs to be clear, grammatically correct, visually appealing and accessible. Improving design and accessibility isn’t just good practice; it’s directly aligned with shopper preferences, significantly improving customer experience and brand credibility. Businesses targeting Gen Z shoppers should consider sustainable materials and digital integrations, while for older audiences, readability and professional presentation are the most important.
Branded poster with retail locations
The emotional power of “shop local” messaging
More than half (53%) of Canadians said business signage with Canadian flags or provincial symbols made them more likely to shop locally. Emotion-driven brand messaging, like “Made in [your province]” and “Family-owned since [year]” also ranked highly at 39%. This trend is consistent across genders and age groups, but is most effective with Boomers and Post-War shoppers.
Most Canadians (64%) have become more aware of shop local initiatives in the past year, thanks to more visible signage (40%) and community campaigns (38%). Over half (57%) of respondents also expressed an interest in supporting the local economy.
How does this inform signage strategies?
Canadian flags, provincial imagery and local messaging on signage can enhance community connection, building trust and loyalty with local customers. With awareness of shop local initiatives increasing, this is a great opportunity for small businesses to reinforce their Canadian roots.
Local construction site signage
What retailers can learn from high-performing sectors
Grocery stores and cafés set the standard
Grocery stores (59%) and cafés (45%) were the top-rated for effective business signage in their community, with grocery stores ranking highest across all generations. This is down to clear messaging, consistent branding and strategic placements.
Tailoring signage design by industry
Different industries call for different signage design approaches. Retail and beauty businesses benefit from bold visuals and clear CTAs, while hospitality benefits most from emotionally resonant, identity-driven signage.
How does this inform signage strategies?
Retailers of all sizes across industries can improve their business signage by borrowing best practices from grocery store signage. Clarity, consistency and design simplicity will help ensure your signage resonates.
Use promotions and CTAs on signage for business
Actionable tips to elevate your business signage
- Target by demographic: Use large fonts and clear CTAs for older shoppers and witty copy and bold visuals for younger audiences.
- Use a mix of formats: Combine banners, posters, vehicle wraps and digital displays for maximum reach across audiences.
- Highlight your local identity: Use provincial symbols, the Canadian flag and hometown pride to drive sales locally.
- Prioritize visual design and readability: Avoid clutter and use colour contrasts, clean fonts and high-quality materials. Shoppers love great design.
- Consider geography: Where do your customers live? While 42% of Canadians live in urban centres and 40% in suburban areas, rural or small town shoppers may need larger, more prominent signage to boost recall.
- Pair signage with print promotions: Add postcards, coupons or QR codes to maximize return-on-investment (ROI) of your signage.
Signage isn’t just static, it’s strategic
Well-designed signage drives store visits, boosts brand recognition and encourages customer action. Digital displays and flyers, lawn signs and vehicle wraps all play a role in today’s multichannel marketing landscape. Canadian small businesses should use signage as a tool that connects customers, converts sales and builds trust in local communities.
