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How to Build a Retail Display Strategy for the Holiday Season

November 15, 2022

Not all retailers might think of the holiday season as the most wonderful time of the year, but there's no doubt it is one of the most critical for online and brick-and-mortar retailers. Even with the rise of shoppers purchasing holiday gifts online, many still stick to in-person shopping. With these in-store shoppers rushing from place to place in search of their items, retailers need to have strategic displays that will attract customers and encourage spontaneous purchases. 


Timing with Your Market


Before creating and putting up holiday displays, you should do some market research on what the holiday season holds for your competitors and other stores in your geographic area. Some large retailers are notorious for starting the holiday season early – Michael's craft stores often have their holiday inventories ready on the shelves before Halloween. Michael's sells crafting supplies and decorations, and since many crafters may start their projects a few months in advance, Michael's is meeting the demand of their customers with their schedule.


On the other hand, clothing retailers are more likely to wait longer to give fall lines their time before the winter lines reach the mannequins. Your company should consider when competitors begin stocking their holiday inventory on their shelves and profile a typical customer. After analyzing these findings, you'll be on your way to creating a retail strategy.

Snowy city street with parked cars covered in snow

Play Into Weather

 

Changing weather patterns, mainly snow and ice, are often associated with the holiday season. Even if your business has locations in areas where this type of weather is not common, you can build this into your retail display strategy. You can play into your customers' imaginations for regions without winters and incorporate fake snow, crystals, ice, and other winter components into your displays. 


On the other hand, many of the holidays celebrated during this time have decorations and colors that represent traditions – you can lean into these aesthetics alone or pair them with natural elements your area does have. If your area does have winter weather, you can use this to your advantage in your point-of-purchase displays. 


When it snows, your customers may take a few extra seconds to enter and exit the store (think wiping off their shoes on a mat, putting a hat or mittens back on, etc.). Putting extra displays out for small items within their line of sight can inspire an impulse purchase. 


Wording and Colors


The language on your signage and displays is crucial to consider all year round, particularly during the holidays. You'll want to discuss your strategy with your company – are you focusing on one or two holidays in particular? Are you looking to stay "neutral" and think of words and phrases that could apply to many year-end holidays? There are many ways to approach the wording of your holiday retail displays, and an essential part is to stay consistent with your strategy. 


You should also consider colors and design. In the United States, red and green are common holiday season colors, primarily representing Christmas. However, you could also try winter and earth tones like gray, silver, navy, etc. Whichever wording and color schemes you design your displays around, you'll want to keep your brand style in mind. 

 

Different Holidays

 

You may associate the last few months of the year with a specific holiday or tradition. The fact is that many places around the world have different traditions they practice during this time. Doing research on the holiday season outside of your own experience is helpful. 


As with wording and colors for your holiday retail displays, you'll want to discuss with your company which holidays you would like to highlight, if any. Having a background in various holidays can help you, as a retailer, identify products that may pair well with certain traditions.

Stay Creative

 

The best way to take advantage of the holiday season's sales opportunities is to keep creativity in your retail display strategy. Keep your eyes on other holiday displays you see while out and about, research, and consider what unique spins your business can take. You should also implement point-of-purchase displays at optimal areas such as endcaps, by the registers, and the entrances and exits.


Work With Exactec


Here at Exactec, we have decades of experience in plastic fabrication and screen printing. If you need a POP display or a different type of retail display, signage, store fixtures, and more, our talented team is here to help. We can help you develop design ideas for the holiday season and year-round! We have done work for clients in many industries all over the country – get in contact with us today to find out why. We can't wait to hear from you!

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