A classic image representing the Holiday Season is that of a child raptly gazing at a window display. Animated by the symbols of the Season, Holiday window displays are beloved by all. Lord & Taylor’s in New York City estimates that as many as half a million people walk past its windows every day, in November and December.
That’s the foot traffic of most retailers’ dreams.
Holiday window displays, in truth, account for almost 25% of sales. That’s one quarter of everything retail sells, so it’s clear that what you put in your window at this time of year is key to your success.
The art of retail Holiday window displays has a science to it, but some of that science is about retailer creativity. Let’s look at ways you can make your windows a magnet for busy shoppers and translate that into robust Holiday revenue.
Basic design concepts.
Every retailer is going to have a different idea about what to put in the window over the Holidays. But there are some crucial rules of design which should be adhered to, to create maximum impact.
- The most important elements of your window display should be at approximately eye level. We know that people are all different heights, but a foot’s leeway should cover most adults.
- Are the items in your display on sale? Tell your customers in the space above the featured elements.
- Before completing your window display definitively, look at it from a variety of perspectives. Across the street, approaching on the sidewalk from both sides, or while exiting an adjacent business. Look at it from the consumer’s viewpoint.
- Your message should be legible from 30 feet away. People need to be drawn toward your store.
- Arrange your window to create focal points, with space at the sides to draw the eye toward them.
- A color theme should be strong and consistent to create integrity in your window display.
- Consider your lighting. Lighting pointed up at the display won’t create shadows and will serve your focal points.
Tell your story.
Your window should appeal to consumers by telling a story which is readily intelligible. Using seasonal themes is an obvious choice, but you can incorporate a brand story into that message. If you’re embarking on branding yourself as a business with a commitment to sustainability, you may want to focus on a green Christmas.
A window incorporating both your brand story and the story about the Holidays you want to relate (the tin soldier’s ugly Holiday sweater, or a cozy family at home around the fire) can be an intensely creative exercise. When well-executed, with careful planning and attention to the elements of a smart retail window display, this seasonal task can be major source of revenue for you.
The art of retail Holiday window displays is rooted in a scientific understanding of how people see things. That said, it’s not rocket science. With a little creativity and planning, your Holiday window display will make your Season profitable. Contact us for more information.