The global point of sale materials (PoSM) market size reached a value of almost USD 35.19 billion in 2023. The market is further expected to grow at a CAGR of 5.6% between 2025 and 2034 to reach a value of nearly USD 57.39 billion by 2034. This growth reflects the increasing importance of PoSM materials in the retail, hospitality, and various other sectors where customer engagement, sales promotions, and brand visibility are crucial. As retail environments evolve, PoSM materials are playing an increasingly significant role in shaping the customer experience, driving consumer behavior, and enhancing the effectiveness of marketing campaigns.
This blog post explores the factors driving the growth of the global PoSM market, the different types of PoSM materials, key applications, regional insights, and the market dynamics that will influence the industry from 2025 to 2034.
What Are Point of Sale Materials (PoSM)?
Point of Sale Materials (PoSM) are the marketing tools used at the retail location to promote products, services, or brands at the very moment a purchase decision is made. They include a wide range of materials such as displays, signs, posters, digital kiosks, banners, shelf markers, and packaging, which help capture consumer attention, communicate promotional offers, and encourage impulse buying. PoSM materials are critical in enhancing the in-store shopping experience, improving brand recognition, and influencing purchasing behavior.
Market Segmentation
By Type of PoSM Materials
Traditional PoSM Materials
Traditional PoSM materials remain a mainstay in retail marketing strategies. These include paper-based materials such as posters, banners, flyers, and brochures. These materials are affordable and can be produced quickly, making them popular in promotions for seasonal sales, product launches, and in-store discounts. Although digital PoSM is on the rise, traditional materials are still widely used due to their cost-effectiveness and ease of deployment.
Digital PoSM Materials
Digital PoSM materials represent a significant shift in how retail promotions are communicated to consumers. These materials include digital signage, interactive kiosks, electronic shelf labels (ESLs), and other electronic display solutions. Digital PoSM enables dynamic content delivery, which can be updated in real-time to reflect ongoing sales or promotions, helping retailers respond quickly to changing consumer behavior. Digital PoSM is increasingly popular in modern retail environments, including supermarkets, malls, and airports, as it enhances the consumer experience and provides a high-tech, modern appeal.
Sustainable PoSM Materials
As sustainability becomes more central to consumer preferences, the demand for eco-friendly PoSM materials is on the rise. Retailers are turning to biodegradable materials, recyclable packaging, and energy-efficient displays to meet the growing expectations of environmentally conscious consumers. Sustainable PoSM is not only about using eco-friendly materials but also focuses on reducing waste and ensuring longevity. This trend is particularly strong in regions with stringent environmental regulations, such as Europe and North America.
By End-Use Industry
Retail
The retail sector is by far the largest consumer of PoSM materials, and it spans a variety of sub-sectors such as fashion, electronics, supermarkets, and convenience stores. PoSM in retail is used to enhance in-store customer experiences, promote new products, or advertise discounts and loyalty programs. Retailers are increasingly leveraging PoSM to bridge the gap between physical and online shopping experiences, particularly through technologies like QR codes, interactive displays, and omnichannel marketing strategies.
Hospitality & Food Service
The hospitality and food service sectors are another significant contributor to the PoSM market. In restaurants, cafes, and hotels, PoSM materials are used for promotional menus, signage, and table displays. Digital PoSM is also making waves in this sector, with interactive menu boards and self-ordering kiosks being increasingly used to streamline the customer experience and drive sales.
Healthcare & Pharmaceuticals
In the healthcare industry, PoSM materials play a vital role in providing information, promoting wellness, and increasing consumer awareness of health products and services. Pharmacies, clinics, and hospitals use PoSM to promote new medications, offer health-related advice, and provide educational materials to patients. This sector is also seeing an increase in digital PoSM, such as touchscreens with informational content about medical conditions, treatments, and pharmaceutical products.
Entertainment & Leisure
Entertainment venues such as cinemas, amusement parks, and sports stadiums utilize PoSM to promote upcoming events, provide directional signage, and offer food and beverage options. As consumer expectations evolve, digital PoSM solutions such as interactive touchscreens, LED displays, and AR-enabled promotions are becoming increasingly popular in this sector to enhance guest engagement and streamline operations.
Other Industries
PoSM materials are also used in automotive, real estate, and various niche sectors. For example, car dealerships use PoSM to display new vehicle models, while real estate agents use promotional banners and digital screens for advertising properties. In these sectors, PoSM materials help target specific demographics and drive leads or sales.
By Region
North America
North America is one of the largest markets for PoSM materials, driven by strong retail, healthcare, and hospitality sectors. The U.S., in particular, is a leader in adopting advanced PoSM solutions, including digital signage and interactive displays. Consumer preferences in North America are increasingly shifting towards sustainable and digital PoSM, making the region a hotbed for innovation in this space. Retail giants such as Walmart, Target, and Home Depot are continually investing in PoSM solutions to enhance in-store experiences.
Europe
Europe has witnessed rapid growth in demand for PoSM materials, especially in the retail and hospitality industries. The increasing demand for sustainable products, coupled with regulatory pressures, has made eco-friendly PoSM materials more popular. Digital PoSM is also gaining traction, with large-scale deployments in shopping malls and transportation hubs. The rise of omni-channel retail and integration of digital and physical experiences is a key factor driving growth in the European PoSM market.
Asia-Pacific
The Asia-Pacific region, led by countries such as China, India, and Japan, is experiencing rapid urbanization and a booming retail sector, which is driving demand for PoSM materials. As disposable incomes rise and consumer behavior becomes more sophisticated, retailers are looking for more innovative and effective ways to engage customers. The integration of technology into PoSM, particularly digital displays and interactive kiosks, is growing rapidly in this region, especially in metro cities and high-traffic locations.
Latin America
While still emerging compared to North America and Europe, the Latin American PoSM market is expected to grow steadily due to the expanding retail and tourism industries. Countries like Brazil, Mexico, and Argentina are witnessing increased demand for PoSM materials, especially in retail stores and shopping centers. The need for affordable PoSM materials is driving growth in this region, although digital solutions are still at an early stage of adoption.
Middle East & Africa
In the Middle East and Africa, there is a growing demand for PoSM materials driven by the booming retail and tourism industries. Countries like the UAE, Saudi Arabia, and South Africa are investing heavily in modern retail infrastructure, which includes the adoption of digital PoSM solutions in malls, airports, and other high-traffic locations. As these markets grow, so will the demand for innovative and engaging PoSM materials.
Market Dynamics
Drivers
- Retail Growth: As the global retail market continues to expand, PoSM materials are becoming essential tools for enhancing customer engagement and driving sales.
- Technological Advancements: The rise of digital signage, interactive displays, and real-time data-driven PoSM solutions is fueling the growth of the market. Retailers are increasingly adopting these technologies to enhance the in-store experience and create personalized promotions.
- Sustainability Trends: Consumer preference for eco-friendly and sustainable products is driving demand for green PoSM materials. Retailers are increasingly looking for recyclable, biodegradable, and energy-efficient options to align with environmental goals.
- Omni-Channel Retailing: The rise of omni-channel retailing is creating a demand for integrated PoSM solutions that bridge the gap between online and offline shopping experiences. PoSM materials now often feature QR codes, augmented reality (AR) content, and other interactive elements that engage customers across multiple platforms.
Restraints
- High Initial Costs: Digital PoSM materials, while offering superior flexibility and interactivity, come with higher initial investment costs. Smaller retailers may be hesitant to adopt these solutions due to the high capital expenditure required.
- Economic Uncertainty: Fluctuating economic conditions, especially in emerging markets, could slow down investments in PoSM materials, particularly in regions where retail spending is impacted by economic downturns.
Opportunities
- Sustainability and Eco-Conscious Marketing: The growing demand for sustainable marketing materials presents an opportunity for PoSM manufacturers to develop new, environmentally friendly products that meet consumer expectations for green retail practices.
- Expansion in Emerging Markets: With the continued growth of retail markets in regions like Asia-Pacific and Latin America, PoSM material providers have significant opportunities to expand their reach in these emerging regions, particularly in digital signage and interactive displays.
- Advancements in Digital PoSM: The increasing adoption of digital PoSM technologies such as AI-driven content, augmented reality, and smart displays offers substantial growth prospects for companies involved in these innovations.
