Are you looking for inspiration for your Christmas shopfronts? This article looks at some of the most innovative and memorable designs, as well as ways to create a stand-out Christmas shopfront.
As the festive season approaches, many retailers are preparing to install innovative and eye-catching shop fronts. From using Christmas memorabilia to transform the entrance to wrapping your store in a giant bow, the possibilities for a creative display are endless.
UKShopfront has resultantly created an article providing insight into the UK’s most iconic shopfronts, exploring where they came from, timeless features, and what trends may appear for the 2022 season.
The Emergence of Christmas Shopfronts
Macy’s department store on 14th Street, New York City was the first retailer to decorate its windows in 1874. Featuring a collection of porcelain dolls and scenes from Uncle Tom’s Cabin, a novel by Harriet Beecher Stowe, the gesture proved hugely successful to the point of becoming inaugural.
Other department stores across the US followed suit before the trend spread to the UK. Selfridges on Oxford Street pioneered the trend in 1909, becoming the first retailer to dedicate an entire floor to a Christmas display. And following the birth of the National Grid in 1935, shopfronts were able to dramatically elevate their displays with lighting.
A key example is the luxury department store, Harrods, in London, which are renowned for its lighting that spread across the building. With 1,100 bulbs used in the initial turn-on, the number has since grown to 12,000 bulbs lighting up every evening, with 300 requiring changing daily. These are accentuated in the festive season by Christmas trees, wreaths and bows across the building for the UK’s arguably most iconic and world-renowned Christmas lights.
Key Features of a Successful Christmas Shopfront
Lighting is one of the first things you should consider when erecting your display. Whether using festive fairy lights, contrasting lights or illuminating shapes to bring attention to the focal points of your shop front; lighting is a vital tool to leave a lasting impression on your visitor. And it is not only Harrods that has mastered the art – John Lewis also has a reputation for striking illuminations.
While the flagship John Lewis store was opened in 1864 on Oxford Street, London, the brand has since franchised out, with 35 stores across the UK. All the stores have their exteriors adorned with brightly coloured Christmas lighting, and the brand is renowned for its annual John Lewis Christmas Advert. The John Lewis Christmas shopfronts have previously been used to reveal clues about the advert’s theme, with the brand changing its name to ‘John’ on Oxford Street in 2018 for an interactive shop front that beguiled visitors.
An interactive shop front is an excellent way to not only attract customers but have a long-lasting impact on anyone walking by. One retailer excelling at these displays is Hamley’s, the world’s oldest toy store, with a global reputation for toys and games. From its store on Regent Street, the brand often has workers dressed as elves standing in open windows and by entrances to attract individuals of all ages inside. And, with 95% of consumers stating that they consider a store’s exterior to be an important factor when selecting where to shop, going that extra mile is rewarded. As a result, it is no wonder that Hamleys often has 21,000 visitors daily throughout the festive season, a figure that peaked at 35,000 on Saturday, December 7th 2019.
There are several obvious factors to consider when creating a beautiful shop exterior that attracts custom. These include cleanliness, clean and transparent windows and accessibility, but branding is another key factor. ‘Your brand is your chance to tell your customers a story’, allowing you to foster relationships, loyalty and credibility while becoming a recognisable entity. This becomes key with great Christmas shopfronts capturing increased footfall.
While conceptualising and designing a great brand can be difficult, first impressions are vital. Retailers are also in heavy competition during the festive season, meaning the quality of your brand can be the deciding factor for a consumer when selecting between you and a competitor. And, with simplicity, a strong trend for brands thriving in current markets (think Nike, Apple and Skims), an instantly recognisable, authentic and trustworthy brand is likely to experience significant footfall.
Finally, a great way to make your Christmas exhibition (or any event) feel special is by inviting a local celebrity to come to turn on the lights. From lookalikes, members of government and former pop stars, the Christmas lights of many shops have been ‘officially’ turned on during the town or city’s ceremony. For example, the Provost of Dumfries, Jack Groom, turned on the Christmas lights for the town (and popular retailer Barber’s) in 2010. Meanwhile, for their brief transition into blue lighting, the first stray from amber in over 63 years, Harrods relied on Nicola Coughlan, star of the TV comedy Derry Girls.
The Festive Trends of 2022
In August, John Lewis revealed its top six Christmas decoration trends for 2022. This year’s theme is a celebration of colours and lively designs – no surprise as this is the first Christmas without Covid-19 restrictions since the pandemic began.
It is likely that many retailers will be doing as much as possible to attract maximum footfall after two years of being unable to do so, recouping any lost income in the meantime. And, with alluring themes titled ‘Winter Fayre’, ‘Santa’s Rainbow Workshop’ and ‘Night Life’, these symphonies of colour are likely to bring Christmas spirit and joy to any retail site or home.
Simultaneously, Etsy has revealed its own 2022 trends. The first, central theme is ‘Merry and Bright’, with all department stores across the UK likely to embody this theme no matter how varied their decorations are. Dedicated to playfulness and mood-boosting aesthetics, this trend is aimed at a fresh start following lockdown periods.
So, whether Hamleys, Howells, Harrods, McElhinneys, or Selfridges, all of the traditionally iconic, all-out department stores are likely to try new, innovative and exciting things. As a result, 2022 could be the most iconic year yet for Christmas shopfronts and displays to date.
UKShopfront is a provider of high-quality shopfront installation and manufacturing in the UK.
Marina Vassilopoulos writes for UKShopfront
