What Is a Sidekick Display?
A Sidekick Display is a secondary retail merchandising unit designed to be positioned beside existing fixtures such as gondola shelves, endcaps, pallet displays, or promotional islands. Rather than occupying primary shelf space, a sidekick display extends selling capacity by utilizing the side-facing areas of retail fixtures that are often underused.
In most sidekick retail environments, these displays are vertical, narrow in width, and engineered to hold lightweight or medium-weight products. Many retailers prefer cardboard sidekick displays due to their balance of strength, flexibility, and cost efficiency. Depending on store requirements, a sidekick display stand may be attached directly to shelving uprights or installed as a slim freestanding unit.
Sidekick displays are commonly used for promotional campaigns, seasonal launches, cross-merchandising programs, and impulse-driven product placements across grocery, mass retail, convenience, and pharmacy channels.
What Does Sidekick Mean in Retail?
In retail terminology, "sidekick" refers to a display that supports a primary merchandising area rather than replacing it. The purpose of a sidekick is to enhance product exposure without disrupting existing planograms or shelf layouts.
Within sidekick retail strategies, these displays are used to:
- Introduce new products without a full shelf reset
- Add promotional visibility to existing categories
- Cross-sell complementary items
- Increase product exposure in high-traffic areas
Large national retailers, including programs for sidekicks at Walmart, typically define specific guidelines covering dimensions, materials, attachment methods, and weight limits. These standards ensure consistency across stores while still allowing brands to present their products in a branded and organized way.
What Are the Benefits of Sidekick Display?
Sidekick displays deliver a range of operational and merchandising benefits for both brands and retailers.
1. Efficient Use of Retail Space
Retail environments are limited by square footage. Sidekick displays make use of vertical and side-facing areas that are not part of the main shelving system, helping retailers increase product density without expanding floor space.
2. Increased Product Visibility
Because retail sidekick displays extend slightly beyond standard shelf lines, they naturally attract shopper attention. This positioning helps products stand out in busy aisles where shelf competition is high.
3. Faster In-Store Setup
Most sidekick display stands are designed for quick installation. Many cardboard sidekick displays ship flat or semi-assembled, reducing labor time for store staff and supporting faster rollouts across multiple locations.
4. Cost-Effective Display Solution
Compared to permanent metal or wood fixtures, cardboard-based sidekicks require lower tooling investment and reduce shipping costs. This makes them well suited for short-term promotions and high-volume retail programs.
5. Retailer-Friendly Compliance
Sidekick displays are often easier to approve than larger fixtures because they follow established retail guidelines. This is especially important when working with national chains where compliance plays a key role in program approval.
Best Products for Sidekick Display
Sidekick displays are most effective when used for products that benefit from additional exposure and quick decision-making. Items that perform well typically share compact packaging and clear branding.
Common product categories include:
- Snacks and confectionery
- Personal care and health products
- Travel-size or trial items
- Seasonal accessories
- Household essentials
- Small electronics accessories
Products placed in a sidekick display stand are often purchased on impulse or as add-ons to a primary item, making placement strategy critical to performance.
Where Do Sidekicks Work Best?
Sidekick displays perform best in areas where shopper movement naturally slows or changes direction. Typical placement locations include:
- Along main aisles
- Adjacent to endcaps
- Beside pallet or promotional displays
- Near checkout approaches
- Next to category-leading fixtures
In large-format retail environments such as grocery or mass merchandise stores, sidekicks at Walmart are frequently used to support promotional campaigns without altering core shelf layouts or planograms.
Types of Sidekick Displays
Sidekick displays can be engineered in a variety of structural formats depending on product type and retailer requirements. Common types include:
- Shelf-mounted sidekicks
- Peg-hook sidekicks for hanging products
- Tray-style sidekicks
- Multi-tier sidekick displays
- Freestanding sidekick display stands
Each format is designed to balance product capacity, accessibility, and visual presentation while maintaining a small footprint.
Materials Used in Sidekick Displays
Most sidekick displays are produced using corrugated cardboard due to its strength-to-weight ratio and adaptability. Cardboard sidekick displays can be reinforced with internal supports, double-wall corrugation, or locking tabs to improve durability.
In some cases, mixed-material designs may be used, combining cardboard with plastic hooks or metal brackets to meet specific load requirements. Material selection is often influenced by retailer guidelines, product weight, and display duration.
Branding and Graphics on Sidekick Displays
Sidekick displays also serve as valuable branding surfaces. Side panels, headers, and shelf fronts can feature printed graphics that communicate product benefits, promotions, or usage information.
Effective branding on retail sidekick displays focuses on:
- Clear product identification
- Simple value messaging
- High-contrast graphics for visibility
- Consistent brand colors and logos
Because sidekicks are viewed from multiple angles, graphic layout must consider visibility from both aisle and shelf-facing perspectives.
Sustainability Considerations in Sidekick Retail
Sustainability has become an important factor in retail display programs. Cardboard sidekick displays are recyclable and often made from renewable materials, aligning with retailer sustainability initiatives.
Using recyclable materials helps simplify disposal at store level and supports corporate environmental goals. For many retailers, sustainable display construction is now a baseline expectation rather than a differentiator.
Sidekick Displays in Modern Retail Strategy
As physical retail continues to evolve, sidekick displays remain a practical merchandising solution. They offer flexibility, fast deployment, and incremental selling space without requiring permanent fixture changes.
In modern sidekick retail strategies, these displays support promotional agility, allowing brands to respond quickly to seasonal shifts, product launches, and regional programs. When designed correctly, a sidekick display stand functions as both a merchandising tool and a brand communication platform.