Increase AOV in the cart: what the data shows actually works
Most studios try to increase average order value by adding more products, redesigning packages, or adjusting pricing.
That works, but it is slow.
What we have seen across the Captura ecosystem is simpler. The biggest gains in AOV (average order value) often come from improving the moment customers are already buying.
This is where the “Candy Aisle” approach comes in.
It is not about changing your entire offering. It is about making better use of the cart.
And the data backs it up.
The data is clear: customers want more, not cheaper
From the SPIR 2026 interim data, a few patterns stand out.
Never heard about SPIR? Read more about this industry report here.
Parents increasingly value having more options to choose from, and that importance has grown year over year
A large portion of customers are still unsure or dissatisfied with the variety available
Higher-income customers, who tend to spend more, place even greater importance on choice
At the same time:
Customers are split on pricing being fair or expensive
Perceived value matters more than price alone
Here is what matters most.
Customers are not asking you to lower prices. They are asking for more ways to build an order that feels right to them.
The cart is where value is decided
The SPIR interim results also highlight something many studios overlook.
The shopping cart experience directly impacts satisfaction and perceived value.
Customers already report generally positive experiences, but there is clear room to improve, especially when it comes to:
Ease of ordering
Clarity of options
Convenience at the point of purchase
This is where most AOV opportunity sits.
Not in the gallery. Not in pricing alone.
In the final step where decisions are made.
What we tested: the “Candy Aisle”
We call it the Candy Aisle because the idea is simple.
When a customer is already ready to buy, you show them a small number of relevant, easy add-ons at the right moment.
No friction. No redesign. No overwhelm.
Just well-timed, well-matched options inside the cart.
Think:
Digital add-ons alongside print orders
Small upgrades that match the price point of the current cart
Extras that feel like a natural extension of what they have already chosen
It is not about pushing more. It is about making it easier to say yes to more.
Why it works, backed by SPIR data
The reason this approach works is not accidental. It lines up directly with what customers are telling us.
1. It solves the “lack of variety” problem
Customers want more options, but studios cannot realistically expand their entire catalog overnight.
The Candy Aisle solves this by introducing variety at the point of purchase, without adding complexity upstream.
It is a faster way to close the gap between what customers want and what they are offered.
2. It increases perceived value without lowering price
SPIR shows customers are sensitive to price, but more sensitive to value.
Adding relevant items to an order increases the feeling of getting more, without discounting.
This is the key shift.
Instead of reducing price, you increase what the customer walks away with.
3. It mirrors how customers want to shop
Nearly three quarters of parents prefer build-your-own or customizable experiences.
Even simple, relevant suggestions in the cart mimic that behavior.
It feels personal, even when it is not fully customized.
That increases engagement and completion.
4. It acts like a micro-bundle
Bundles are proven to increase perceived value.
But building and managing bundles takes time.
Cart-based add-ons act like micro-bundles:
No upfront configuration
No rigid structure
No operational overhead
Just incremental value added at the right moment.
5. It is perfectly timed
Convenience and guided experiences are becoming more important in every SPIR cycle.
Customers want help making decisions, especially at the moment they are about to purchase.
The Candy Aisle works because it meets them there.
Not earlier. Not later.
Exactly when they are ready.
What this means for your studio
If you are trying to increase AOV, this is the takeaway.
You do not need to rebuild your entire product strategy.
You need to improve how you present options at checkout.
Start here:
Add a small number of relevant add-ons in the cart
Keep them aligned to what the customer has already selected
Focus on value, not discounts
Test and iterate based on what customers actually pick
This is progress over perfection.
Small changes at the right moment can outperform large changes in the wrong place.
Where this fits in the bigger picture
This is not a standalone tactic.
Inside the Captura ecosystem, your cart, products, and customer experience all connect.
When your ecommerce is built into your workflow, you can:
Surface the right products at the right time
Learn from real purchase behavior
Improve performance across every job, not just one
That is how studios move from one-off wins to consistent growth.
Ready to see what this looks like in practice?
If you want to increase AOV without adding complexity, this is one of the fastest ways to do it.
Book a demo to see how this works inside the Captura ecosystem
Or speak to your CSM to apply this to your next job
Joining us at MVP 2026? MVP is now included at no additional cost with your SPOA conference ticket. We'll be diving deeper into strategies like this with hands-on sessions focused on helping studios make more revenue, save more time, and grow with confidence. Be sure to register for both SPOA and MVP to attend.
Together, we can turn small moments in the cart into meaningful revenue gains.