As 2022 is the first Christmas season free of lockdown periods in years, it is likely that retailers will be going all out on the displays. And, with several of the most popular roads in London already turning on their lights, the time to decorate is upon us.
However, many retailers may be wondering what makes the perfect display. Naturally, tinsel, lighting, Christmas-themed decorations and a festive message are all essentials. But did you know that there are actually several themes key to a faultless exhibit?
UKShopfront, a specialist provider of bespoke shopfronts, has compiled a guide on creating a winter wonderland in your windows to boost footfall and spread Christmas cheer.
Retailtainment
Retailtainment refers to a modern trend of combining shopping and entertainment to lure customers. With the rise of innovative technologies, shops can now use electronics in a creative manner. From electric, dancing toys to lights flashing in time to Christmas music, the possibilities of using automation to enhance your Christmas display are endless!
Some of the most innovative and incredible displays in history are due to their interactive nature, attracting footfall due to their exciting and creative take on Christmas. For impact, you want a display that is memorable – it is no wonder that larger retailers, particularly those with Santa’s Grottos, do so well during the festive season.
Barton Grange, annually declared one of the best Christmas displays in the UK, has perfectly mastered retailtainment. The award-winning garden centre undergoes an annual transformation, with the shop turning into a glittering winter wonderland. Whether you need Christmas inspiration, ornaments in elf, nutcracker or gnome form or entertainment with festive displays, Barton Grange offers it all.
One of the key attractions of the site is the interactive musical display, which features yetis singing a variety of classic Christmas songs. Whimsical, festive and highly entertaining, Barton Grange is a great example of how to nail retailment and attract custom.
A Strong Theme in your Christmas window display
A unified theme in your display will sell a cohesive story, whether the history of your brand or of a trending news story from the previous year. Festive lighting and decorations are easy ways to reinforce the values of your brand while creating an exciting atmosphere. Common themes include white Christmas, the North Pole and the Nutcracker, with many easy ways to put your own unique take on the themes!
A great example is the Hamleys toy store on Regent Street. For 2022, the retailer has installed some highly decorative windows centred around Santa’s sleigh, reindeer and Disney’s new Avatar film, set for release next month. The Santa’s sleigh window, complete with hundreds of small reindeer statues, is decorated with fake snow, brightly coloured ribbons and candy-striped horns for the ultimate Christmas look.
The window is highly visually appealing, with the Avatar theme also attracting any fans of the film. In 2021, the brand offered themes of Harry Potter and Jurassic Park. With the brand attracting over five million tourists a year, they’ve proven the importance of great trends.
Emotional Appeal in your Christmas window display
One of the key reasons that so many people love Christmas is festive cheer – literally. Studies have revealed that Christmas day is one of the happiest days of the year, which is no surprise when the period is often spent with loved ones, including friends and family!
Unfortunately, this was subverted during the Covid-19 lockdown periods, especially when individuals were unable to mix with other households. Harvey Nichols resultantly adapted their shopfront to offer a new perspective: adding sparkly motifs and festive lights to signage stating ‘Bring on 2021’. Appealing to everyone with relatability, the message of hope was much needed.
Christmas is also renowned as a season of giving and acting charitable. Effective, emotive Christmas displays can resultantly target the happy feelings experienced by many or raise awareness for the less fortunate, namely by appealing to charities. This style of marketing isn’t just for shopfronts either – many big retailers in the UK, such as John Lewis and Mark & Spencer, are renowned for their annual adverts on TV. From featuring a heartwarming soon-to-be dad learning to skate for his incoming foster daughter to nostalgia with French and Saunders, these adverts help individuals relate to the brand’s ethos.
Decorations, Decorations, Decorations!
Lighting, tinsel, garlands, ribbons and a Christmas tree – key features of any great Christmas display. While many may be stated to keep their decorations understated and themed, more is always more.
Remember: the perfect Christmas display is memorable. As a result, your display should include show creativity and dedication to Christmas, which can easily be completed by the inclusion of vibrant colours and festive essentials. Window shopfronts are the best way to attract passersby, so an eye-catching display is vital to display your products and demonstrate the personality of your brand.
Going above and beyond is an easy way to stand out from the crowd and beat your competition for the best display of the year. As Christmas gift shoppers spend more time in-store and are more likely to impulse buy than regular shoppers, the perfect Christmas display isn’t just a way to attract customers – it’s a guarantee of custom for years!”
About UKShopfront
UKShopfront is a provider of high-quality shopfront installation and manufacturing in the UK.
Marina Vassilopoulos writes for UKShopfront
