Bakers Journal

Concepts for Success: Five ways to improve your displays and increase your bakery sales

November 23, 2023
By Diane Chiasson

Product presentation and appearance are the most critical factors in deciding to purchase bakery products: impulse buying

You have made a name for yourself by making high-quality baked goods, so make sure your display and presentation reflect your passion! 

Customers eat with their eyes, and if your bakery shop is not appealing, they will go elsewhere to find what they are looking for. 

Surveys conducted recently on international bakery customers reveal that product presentation and appearance are the most critical factors in deciding to purchase bakery products: impulse buying. The wonderful aromas emanating from freshly baked goods came in second, followed by price and customer service.

Are you looking for ways to increase sales? Consider these questions: Do your want to expand your customer base and generate more revenue? How will you stand out from competitors in your area? Do you know what makes your bakery shop unique? What is your specialty?  

How you display and merchandise your bakery products, your bakery store’s cleanliness and your staff’s friendliness will enhance every item you bake.  

Here I share my five best ways to increase your bakery sales by improving your displays.

1. Show off your products
Showcasing your baked goods in an artful and appealing way will definitely increase your bakery sales. Grab the attention of potential buyers by showing off your bakery products. The more you display your baked products in a beautiful and unique way, the more buyers you will have. Use your window displays to take advantage of foot traffic and draw in potential customers. 

How your bakery products look when customers walk into your store is a huge factor when it comes to keeping your business growing. It’s very important to use well-lit merchandising display cases that will showcase not only your pastries but also your other delicacies. Choose merchandising display cases that will fit your décor, design and budget, but also focus on how they can best offer a closer look at your mouthwatering creations. Make sure you have numerous well-lit huge display cases at the front of your store filled with your most tempting cakes and pastries, and consider adding a separate display case for other products you offer. That way, customers have several options to choose from.

2. Employ cross-merchandising
Another proven way to increase impulse sales and sales in general is through cross-merchandising. Cross-merchandising is a powerful technique to achieve incremental sales and customer satisfaction: it’s the perfect strategy for combining complementary products. Smart bakery managers will often sell fresh bakery items alongside other products commonly bought together.

It’s very easy to offer products that complement your baked goods. Try selling coffee to go along with your pastries and doughnuts, locating whipped cream and pastries next to fresh strawberries, or placing fresh herbs next to the herb bread. 

3. Use fun and colourful display and merchandising accessories
Always use displays that are attractive, informative and make it easy to shop. Use updated and branded signs, banners and labels to highlight your products’ name, benefits, features, ingredients and price. You may also provide recipe ideas or cooking tips to your customers. Use your front counter, wall displays, baskets, carts, stands, racks, or shelves to show off your products. Also, pay attention to the details of your presentation, make sure your display cases are stocked and group similar items together.

4. Choose eye-catching packaging
Aside from the excellent bakery products, the only way your customers will remember your bakery store is by your packaging. Always use attractive, eye-catching and safe packaging. Also, consider offering eco-friendly packaging, which is an excellent way to show your customers you care about the environment. For brand consistency, feature the colour scheme that is central to your image and customize your packaging boxes to match the colours of your other products. 

5. Use proper lighting
The lighting you use in your bakery store will significantly impact your sales. Proper lighting can improve sales by 15 per cent. It is not one size fits all. First, check on how much daylight your customer areas have. If you have large windows that let in natural light, choose a matching lighting system for your indoors. Try to maintain colour consistency throughout the store. Comfortable lighting will draw customers in and draw their attention to the products on display. Finally, to prevent eye strain and vision problems in your employees due to poor lighting, it’s important to find the right lighting applications.

Diane Chiasson, FCSI, president of Chiasson Consultants Inc., has been helping foodservice, hospitality and retail operators increase sales for over 35 years by providing innovative and revenue-increasing food service and retail merchandising programs, interior design, branding, menu engineering, marketing and promotional campaigns. Contact her at 416-926-1338, send her an email at,
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