Christmas window-dressing trends either unquestionably push merchandise or are a balanced arrangement between merchandise, the story and the lure; or else they try to create an atmosphere that draws the public in
The highest sales of the year are presumed for the Christmas period. Large quantities of merchandise are bought; as a result, retailers concentrate on sales; and to sell, they need to create a certain atmosphere in their shop windows that, if successful, generates interest, feelings and joy, prompting potential customers to make the first step towards entering the shop.
The themes and names from Christmas stories inspire artists and window dressers. The nativity scene, an illuminated church, bells, snowy woods, palm trees and huts, elves, fairies, animals, warm homes, decorated chimneys, reindeer sleighs, snowflakes, boots full of gifts, red stockings and many other traditional symbols gradually take on different looks with modern materials that give new character to displayed merchandise and their stories. New velvety, silver and gold, metallic, printed, corrugated, crepe or transparent paper; smooth or rough plastic materials in all types and colours; artificial snow and crystals; flowers and branches in all different materials; fluorescent colours and luminous paint; lights and motorised systems for all types of theatrical, carnivalesque and toy-like movements; film and music; straw, nylon, rubber, light alloys and glass all influence every fantasy with their infinite potential uses.
[…] It is also interesting to note the importance of evocative music and messages transmitted by way of records and written words on signs or windows; these certainly influence the mood of the passer-by or the customer, who can hardly escape the appealing invitations and greetings that are continually repeated in the most clever, expressive or resounding ways, unique to and in line with the needs of the retailer.
Currently, there are different trends in Christmas window dressings, but perhaps three stand out above all: the first pushes the merchandise (the queen of the window display!) being offered, making some concessions for the more common symbols, such as holly or mistletoe. The second is a balanced arrangement between products, the story and the lure. And the third leaves aside any grand presentations or products to just create an atmosphere and create a draw in front of the store. It’s not easy to say which works best, because this would vary by location, customs, products, climate, sales, financial needs and more. For years, we’ve been accustomed to seeing people crowded in front of the windows in the days leading up to Christmas, and if we take a closer look, the bigger crowds are always where there are stories and movement. But having crowds in front of your store doesn’t always lead to sales […]. In Belgium, France and the usa, often cities and retailers on the same street or in the same square contribute to the design and organised creation of decorations for façades, homes, streets and squares with various initiatives and prizes. This exterior decoration initiative has positive aspects for those who are less fortunate, as in a certain way and unfortunately up until a certain point, these people can equally participate in a holiday they would have otherwise been totally excluded from if the decorations were only inside the store. On the other hand, it largely contributes to the particular and temporary crowds that enter and exit the shops with bags and packages, obligatorily wrapped with Christmas and promotional paper, which also encourages shopping.
