Have you ever heard someone utter the words: “I meant to do my Christmas shopping early, but I just couldn’t get into the spirit”? I know I’ve heard it multiple times, and as a retailer, you have control over that in your environment!
Despite what we may think, a customer’s environment has a lot of influence on how they feel; and how they feel in your store has a major impact on how much and what they buy! This is where visual merchandising for the holidays comes into play.
By creating an environment that centers around the holidays and things that we generally associate with them, we are helping our shoppers to get into the spirit and get their Christmas shopping done!
What are some things we can do to give our store an air of the holidays? First off, think of things that you commonly associate with the them, after all, the store really should have your touch! From there, consider common Christmas, holiday, and winter symbols such as the traditional Christmas tree, snowflakes, stars, decorations, etc… The list goes on!
Some of us sell holiday decorations and some of us don’t. Either way, don’t be afraid to have a tree all decked out in your store as it’s an instant holiday lift! If you don’t sell ornaments, try to think of ways to communicate your brand. Can you get decorations with your logo or make them yourself? Are there decorations that are reminiscent of your logo? How about doing the tree all in company colours? Have you got any product that you sell that could be merchandised in the tree? For example; one of my clients has a pet store. In that store, we have a tree decked out in the company’s signature colour as well of pet toys! Customers can pick the items they want right off of the tree and head to the till with them. It’s fun for everyone!
How about decorating the tops of fixtures with garlands which can also be decorated with the store colours? Hang beautiful (and brand oriented) large decorations from the ceiling. Go all out at the till and don’t be afraid to add a little sparkle. This can all be a bit of an investment up front, but keep in mind that decorations can be sold to customers or stored for next year!
Last, but not least, remember the other senses. What sounds, smells, feelings, and tastes do we associate with the holidays? Be sure to always appeal to all of your customer’s senses as much as possible. Holiday music is probably the most important of all of these. I know that as retailers, we often grow weary of listening to Christmas carols and holiday jingles, but it has been proven time and time again to increase sales.
First and foremost, remember that you’re doing it to help them get into the spirit and get all the gifts they need in plenty of time for the festivities to begin!