The checkout counter is the most expensive 40 × 40 cm in the store. It is also the last place a shopper passes before paying, which makes it the natural home for impulse product, launches and cross-sell. Countertop and PDQ displays exist to convert that final second of attention — but only if the tray arrives shelf-ready, fits the counter without blocking the card terminal, and keeps every facing visible as stock depletes.
One Plus Display manufactures counter and PDQ units in printed corrugated board, PVC and acrylic. This guide covers the three structures, the dimensions that actually fit real counters, how PDQ trays are packed and co-packed, and the projects that shaped our current designs.
PDQ, counter tray, or acrylic case?
The three are often confused. A PDQ tray (Product Display Quick) is a shallow, pre-filled open tray that drops onto a shelf or counter and is discarded when empty — it is logistics-first, cheap, and fast to deploy. A counter display is a branded, often multi-tier unit that stands on the counter for a longer period and carries more of the brand story. An acrylic case is the premium option for high-value or theft-sensitive goods, and is the only family that survives repeated refill cycles without visible wear.
- Corrugated PDQ trays — from 100 pcs, laid flat or erected, shipped pre-filled on request.
- Counter displays, 2–5 tiers — stepped, slanted or gravity-feed shelves with a branded header.
- Acrylic counter and security cases — polished PMMA with rear or front access, optional lock.
- Convertible boxes — a transit box that tears down into a PDQ tray at store level, removing one packaging step.
Sizing that survives a real counter
Counter space is not a shelf. A unit that is 5 mm too deep hits the card reader; one that is too tall hides the attendant. Our standard counter footprints sit between 200 × 150 mm for a single-SKU tray and 450 × 350 mm for a tiered display, with heights from 150 mm to roughly 450 mm. Gravity-feed trays are deeper by design because product has to roll forward on its own.
| Specification | Typical value |
|---|---|
| Material | B-flute or EB-flute corrugated with 350 gsm liner; PVC sheet; 3–5 mm clear acrylic |
| Printing | CMYK offset litho lamination; UV digital for short runs and variable data |
| Finish | Gloss/matt lamination, spot UV, soft-touch; acrylic polished or laser-etched |
| Assembly | Tool-free, 3–10 seconds; auto-lock base on pop-up trays |
| Load | 2–8 kg per tier for small consumer goods; acrylic cases up to 15 kg |
| MOQ / lead time | 100 pcs; sample 1–3 days, bulk 10–14 days |
The detail that ruins counter displays: the hidden logo
A tiered counter display is validated on a 3D render where every product is the same height and nothing overlaps. In the store, tall bottles sit in front of the back panel and the logo disappears. We solve this with a stepped tier insert that elevates short SKUs to the front and keeps tall ones at the rear, and by mapping the logo into the negative space between the tallest silhouettes before the print dieline is locked. In one cosmetics project this meant taking physical samples of the client’s shampoo, serum and cream tubes and calculating the exact viewing corridor between two large bottles so the gold logo landed in the gap.
See the cosmetics counter display logo-alignment case study →
Co-packing: why PDQ trays ship pre-filled
A PDQ tray only saves labour if it arrives full. Our co-packing line receives a client’s product, erects and fills the tray, seals it, and ships it retail-ready so a store associate places one unit rather than unpacking a carton. For a 1,000-store launch this is usually the difference between a promotion that runs and one that sits in the back room. The trade-off is volumetric freight: pre-filled trays cube out trucks faster, so we model the pallet plan before committing.
Formats to start from
- Cardboard counter PDQ for food and cosmetics — the general-purpose tray.
- Skincare PDQ tray with promo block — adds a shelf-talker zone for launch messaging.
- Snack counter tray — high-visibility print for confectionery and biscuits.
- Heavy-duty stackable PDQ box — built for Walmart and Costco shelf tolerances.
- Convertible counter box with pop-up header — transit box that becomes the display.
- Acrylic lipstick counter stand — premium, refillable, glass-like.
Counter & PDQ FAQ
What is the difference between PDQ and POP?
POP (point of purchase) is the umbrella term for any in-store display. PDQ is a specific, pre-filled open tray designed for rapid shelf placement. Every PDQ is POP, but most POP is not a PDQ.
Can a PDQ tray go straight onto a supermarket shelf?
Yes — that is the point. We size the tray to standard shelf depths and to the retailer’s planogram, and can print shelf-ready identifiers. Some retailers also require the tray to be stable when the top carton is removed, which we verify on the sample.
How many units can a counter display hold?
A compact 3-tier unit normally holds 9–24 units depending on pack size. If you need more, the answer is usually a gravity-feed tray or a floor stand rather than a taller counter unit.
Is acrylic worth the cost for a counter display?
For high-value, theft-sensitive or long-running programs, yes. Acrylic can be refilled for years, cleans to a like-new surface, and supports a premium price story. For a six-week promotion, printed board is almost always the better spend.
Do you supply security features?
We build lockable acrylic cases, rear-access doors, and tamper-evident board closures for products that need controlled access on an open counter.
Related pillars
Counter units work alongside acrylic display stands and shelf-ready packaging and custom boxes. For the full range see the counter display category and the PDQ tray category.
Tell us your pack size, counter dimensions and launch quantity and we will return a tray or tiered concept with a printable dieline. Start a counter display project →
