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A Counter Display Unit (CDU) is a retail display unit normally sited on a shop counter to encourage consumer impulse purchases.

These types of unit are principally fabricated from printed corrugated board, acrylic, sheet metal, steel wire, vacuum formed plastic and wood or indeed a combination of more than one of these materials. Choice of material is often dictated by the length of time the display unit will be in store. Printed corrugated board is more suited to short term promotional CDU's due to its relative cost and temporary nature and durability of the material whereas acrylic, metal, wood, etc. are more suitable for longer lasting CDU's due to the more durable material choice.

CDUs have been used in one form or another since at least the 18th century. Over the years, a variety of patents being granted for different designs.

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