New Jersey runs on small businesses. The state has 1.1 million of them, 99.7 percent of all businesses, employing 48.8 percent of the state’s workers, according to the SBA Office of Advocacy. Most compete for attention on the same streets, so good signs matter.
Gogi Signs makes signs for small businesses across New Jersey from our Linden shop. Here are ten ideas, with the data behind them and the town rules to check first.
In this guide
What Customers Notice
In a 2026 Harris Poll survey commissioned by Signarama, a sign franchise, the storefront sign was among the sign types most likely to catch attention for 63 percent of people, window graphics or displays for 46 percent and banners or sidewalk signs for 39 percent. 42 percent said they had failed to find a business because its sign was hard to read, according to Signarama. An older 2012 survey commissioned by FedEx Office found 76 percent had entered a store they had never visited because of its signs, according to FedEx.
1. Make the Main Sign Say Less
Your name and what you do, in big letters. Leave the phone number, list of services and slogan for the windows. Nearly half of American consumers have driven past a business they could not find because its sign was too small or unclear, according to a University of Cincinnati analysis reported by Newswise. Our guide on choosing the right size business sign helps.
2. Add a Blade Sign on Walkable Streets
A sign that sticks out from the wall is seen by people walking toward you, not only those in front of your door. It works especially well on downtown streets. See our blade signs.
3. Use Window Lettering for Hours and Services
Windows are where you can say more: hours, services, phone and website. Keep within your town’s limit. Montclair allows signs on up to 20 percent of each window, according to its signage page, and Hoboken allows up to 30 percent for permanent signs, under its code. See our window decals.
4. Put a Sidewalk Sign to Work
An A frame with a daily special or a welcome message stops people walking by. Most towns regulate them, so check first:
- Montclair. Up to 2 feet wide and 3 feet tall, in wood or metal, with a zoning permit and proof of insurance naming the township, according to its signage page.
- Hoboken. One A frame per business, within 6 feet of the entrance and up to 24 by 36 inches, under its code.
- Somerville. A $25 permit, a 6 foot clear path, an insurance certificate and a notarized hold harmless agreement, according to the borough.
See our sidewalk signs.
5. Light the Storefront
In winter it is dark before the evening rush. A lit sign or simple lighting on your sign keeps you visible. Some towns limit internal lighting, so check first. Our guide to lit and unlit signs explains the options.
6. Add a QR Code With a Purpose
A QR code on the window or counter can link to your menu, booking page or reviews. Give people a reason to scan it, and make sure the link works on a phone.
7. Turn Your Vehicle Into a Sign
Your van is on the road every day. Lettering or a wrap turns it into advertising. In New Jersey, most commercial vehicles must also show the owner’s name and town in letters at least 3 inches high, under statute 39:4 46. Pixel Wraps, our sister graphics shop, explains pricing in how much does a truck wrap cost in New Jersey.
8. Use Interior Signs Where People Decide
Signs at the counter, the shelf and the checkout can suggest a product or an upgrade. Keep them short and consistent with your brand. Our guide on retail signage that increases sales has more ideas.
9. Make the Entrance Easy
Mark the door clearly, with hours and an open sign, and make sure the entrance is lit. Google says an exterior photo on your Business Profile helps customers recognize your business when they visit, in its photo guide. Make sure the sign in that photo matches what people see. Our guide on front door signage covers the details.
A sign built to the right size the first time is the cheapest sign
10. Refresh the Windows With the Seasons
Change window promos for holidays, back to school and summer. Short term signs can be simple and cheap. Our sister company in New York compares the options in paper signs vs vinyl vs coroplast.
Keep It Consistent
Use the same logo, colors and fonts on every sign, your vehicle and your website. Consistency makes a small business look established. Our guide on consistent signage explains why it builds trust.
Check the Rules First
Most permanent signs in New Jersey need zoning approval and a permit. Read do business signs need a permit in New Jersey, and let our sign permits team handle it.
Start With the Signs That Matter Most
If the budget is tight, spend in this order: the main storefront sign, window lettering with hours and services, an entrance or door sign, then a sidewalk sign and vehicle lettering. A strong main sign does more than five small ones. Add interior and seasonal signs as the business grows.
Signs for Upstairs and Back Lot Businesses
If customers cannot see your door from the street, the sign has to lead them. A blade or window sign at street level with an arrow, a lobby directory listing and a clear door sign take people from the sidewalk to your counter. For a back lot entrance, a sign on the street side pointing to parking helps.
Keep Your Signs Looking New
A faded or dirty sign tells people you are not paying attention. Clean signs gently each season, replace faded vinyl and fix dark letters quickly. Our guide on how to maintain outdoor business signs covers the basics.
Common Questions About Small Business Signage
What signs does a small business need?
A main storefront sign, window lettering with hours and services, and an entrance sign. Many add a blade sign, a sidewalk sign and vehicle lettering.
Do I need a permit for a sidewalk sign in NJ?
Often yes. Montclair requires a zoning permit and proof of insurance, and Somerville requires a $25 permit, an insurance certificate and a hold harmless agreement.
How much of my window can I cover with signs?
It depends on the town. Montclair allows 20 percent of each window and Hoboken 30 percent for permanent signs.
What signs get noticed most?
In a 2026 survey commissioned by Signarama, 63 percent named the storefront sign among the signs most likely to catch their attention, 46 percent window graphics and 39 percent banners or sidewalk signs.
Does my work van need lettering in NJ?
Most commercial vehicles in New Jersey must show the owner name and town in letters at least 3 inches high.
How can I make my storefront stand out?
A clear main sign, clean window graphics, good lighting and one consistent look across every sign.
Sign Ideas That Fit Your Street
We help small businesses pick the signs that work for their street and budget. See our custom signs, then request a free quote.
