Smiling is a significant nonverbal signal in forming first impressions in the sale encounter, yet no study has examined the influence of smiling in isolation of other positive emotive expressions or the interaction between sex of sales clerk and sex of consumer. Differences in consumers’ impressions of a sales clerk, evaluation of a sales clerk, and purchasing behaviors were examined based on sex of sales clerk and consumer, and whether the sales clerk was smiling or not. Smiling sales clerks, regardless of sex, were viewed as significantly more positively than when displaying a neutral expression. Male consumer perceptions and behaviors were influenced by a smiling female sales clerk or a nonsmiling male sales clerk. No significant effects for facial expression were found for female consumers however, female consumers were more influenced by a male vs. female sales clerk.