By the end of 2027, retailers around the world will be working toward point-of-sale systems capable of reading both traditional 1D UPC barcodes and newer 2D barcodes such as QR codes and GS1 DataMatrix symbols. The initiative is known as GS1 Sunrise 2027, and while it isn’t a government regulation, it has broad support from major retailers, manufacturers, and brands that are preparing for the transition.
For imaging dealers, this is a label-printing opportunity spanning manufacturing, healthcare, logistics, distribution, government, and education. Every one of those industries relies on barcode labels, and many are already part of your existing customer base.
Key Takeaways
- GS1 Sunrise 2027 is the retail industry’s target for widespread adoption of 2D barcodes alongside traditional UPC codes at checkout.
- This is a labeling challenge before it’s a scanning challenge. Organizations need printers capable of producing high-quality 2D barcode labels well before retailers complete the transition.
- Many dealer accounts already use thermal label printers, but many purchase those devices and supplies from another vendor.
- Thermal printing creates recurring revenue through labels, ribbons, printheads, service, and future hardware refreshes.
- Toshiba’s BX Series supports Zebra Programming Language (ZPL), making it easier to replace existing Zebra printers without redesigning label formats.
This Is a Labeling Problem Before It’s a Scanning Problem
A lot of conversations around GS1 Sunrise 2027 focus on checkout scanners, but products need to be labeled before they ever reach a retail shelf.
That’s where thermal printing enters the picture.
Traditional UPC barcodes primarily identify a product. A 2D barcode can also store information such as lot numbers, expiration dates, serial numbers, and other product data within the same symbol. That additional information improves traceability, supports product recalls, enhances inventory visibility, and gives consumers access to digital product information by simply scanning the code.
During the coming years, many products will carry both a traditional UPC barcode and a 2D barcode while retailers, manufacturers, and suppliers update their systems. That means organizations will need to evaluate how they create, manage, and print labels long before the end of 2027.
For dealers, that’s the opportunity.
Why This Matters Beyond Retail
While Sunrise 2027 is being driven by the retail industry, the need for 2D-ready labels reaches far beyond store shelves.
Think about the customers already in your portfolio.
- Manufacturers printing product, pallet, and shipping labels
- Distribution and logistics companies managing warehouse inventory
- Healthcare organizations producing wristbands, specimen labels, and pharmacy labels
- Retail businesses printing shelf labels and pricing tags
- Government agencies and educational institutions are tracking equipment and assets
Most of these organizations already own thermal printers. The question is whether they’re buying those printers, labels, ribbons, and support from you or from someone else.
GS1 Sunrise 2027 provides a timely reason to start that conversation before your competitors strengthen their position even further.
The Real Opportunity Is Recurring Revenue
Like office print, thermal printing creates an ongoing revenue stream built around recurring supplies and service.
Every printer placement generates opportunities for:
- Labels ordered on a regular basis
- Thermal ribbons tied directly to print volume
- Replacement printheads as equipment wears
- Service and maintenance agreements
- Future hardware refreshes
It’s the same recurring business model that has made copier placements so valuable for decades. The difference is that many dealerships still haven’t expanded into thermal printing, leaving room to grow existing accounts without constantly chasing new customers.
Why Dealers Should Start Now
Although the Sunrise 2027 target may sound distant, customer planning has already begun.
Large retailers and global consumer brands, including Walmart, Procter & Gamble, PepsiCo, and L’Oréal, are actively participating in GS1 Sunrise 2027 initiatives as they prepare for the broader adoption of 2D barcodes throughout their supply chains.
Businesses rarely replace labeling systems overnight. Budgets, hardware refresh cycles, software updates, testing, and employee training all take time. Many organizations will begin evaluating their label printing environments well before 2027.
Dealers who start those conversations now have an opportunity to become the trusted thermal printing partner before competitors do.
Why Toshiba Is Well Positioned
Many organizations already use Zebra printers, which can make changing hardware seem like a complex project.
Toshiba’s BX Series helps remove much of that concern.
Because the printers support Zebra Programming Language (ZPL), many existing label environments can continue using their current label formats without requiring extensive redevelopment. That makes Toshiba a practical replacement option rather than a disruptive technology change.
Additional advantages include:
- ZPL compatibility for easier migration from existing Zebra environments
- Industrial-grade durability for demanding production environments
- Native support for today’s 1D and 2D barcode formats
- Competitive long-term operating costs
- A straightforward path for refreshing aging thermal printer fleets
Rather than asking customers to rethink their entire labeling process, dealers can focus on helping them modernize equipment while preparing for future barcode requirements.
How to Start the Conversation
You don’t need to be a barcode standards expert to discuss Sunrise 2027 with customers.
Instead, start with a few simple questions.
- Who currently supplies your thermal label printers?
- Are your labels ready to support 2D barcodes?
- Have you discussed GS1 Sunrise 2027 with your operations team?
- When do you expect to refresh your current thermal printer fleet?
These questions shift the discussion away from product specifications and toward business planning.
Customers appreciate partners who bring new ideas before problems become urgent. Sunrise 2027 provides a timely reason to revisit an area of the business that many organizations haven’t evaluated in years.
Why Partner with Impression Solutions
Many dealers hesitate to enter the thermal printing market because they assume they’ll need to carry inventory, build technical expertise, or hire additional support staff.
Impression Solutions removes much of that complexity.
ISI helps dealers expand into new product categories without significantly increasing overhead. Dealers benefit from same-day shipping, pre-configured devices, certified technical support, sales and service training, financing options, and marketing resources designed to help generate new opportunities.
Dealers gain a partner that supports the entire sales process, from the initial conversation through deployment and ongoing support.
FAQs
Does GS1 Sunrise 2027 only affect retailers?
No. While retailers are leading the initiative, manufacturers, distributors, logistics providers, healthcare organizations, and many other industries that produce barcode labels will also be preparing for broader use of 2D barcodes throughout their operations.
Do customers need to replace every thermal printer before 2027?
Not necessarily. Some existing printers may already support high-quality 2D barcode printing. The opportunity is to help customers evaluate their current fleet, identify aging devices, and develop a practical refresh strategy where needed.
When should dealers begin talking to customers about Sunrise 2027?
Now. Planning, budgeting, testing, and hardware refreshes often begin well before implementation deadlines. Starting the conversation early positions you as a trusted advisor while creating opportunities to expand your role within existing accounts.
Ready to Expand Your Print Business?
GS1 Sunrise 2027 is more than a barcode initiative. It’s an opportunity to strengthen existing customer relationships, introduce a new category of recurring revenue, and establish your dealership as a trusted resource for thermal printing.
Contact the Impression Solutions team to learn how Toshiba thermal printers can help you capitalize on the transition to 2D barcodes and grow your business before the market catches up.
About ISI
Impression Solutions Inc. is a value-add, full-service distributor of printing and imaging solutions. ISI offers their dealers, resellers and their end users unparalleled service and support as an OEM full line authorized distributor of Kyocera monochrome and color printers, MFPs, Wide Format Printers, printer accessories, printer supplies and customized printing solutions. Recent launches include Virtual Inventory Services and IS Docs, a turnkey Document Management program for Imaging Dealers to grow their monthly recurring revenues (MRR). ISI maintains a full inventory of over 2,200 SKUs of printer products ready for same-day shipment from their 35,000 square feet of warehousing space in 5 distribution centers from coast to coast.
