In our gift shops we have sheeted wrapping paper behind the counter. It is attractive and commercially viable in this location. Sheeted wrapping paper is possibly something that could work in newsagencies rather than the usual behind the counter product mix and clutter.
We change the paper to match fashion trends as well as for key seasons. It is surprising the number of customers who present at the counter and purchase paper on impulse based on what they see on the wall behind. Above the paper we have a selection of boxes which also sell well from this counter location.
Ideally, the wall behind is slatwall. This provides good flexibility and allows for displaying sheeted paper as shown in the photo or other items from time to time. Change is important given the frequency of visits by newsagency regulars.
If you have room behind your counter, consider this or something else different from what you have now. I’d be surprised is it does not generate worthwhile business.