It seems as if there is a holiday for every month. It starts with New Year’s Day on January 1 and ends with New Year’s Eve on December 31. Celebrating holidays is an exciting time for store owners and customers alike. But, should you be decorating for them? We asked our experts, our Regional Sales Managers, what they have seen work best!
Q: Should I decorate for the holidays? Or too much?
A: Vary below.
Susan Sacca, Regional Sales Manager, Mud Pie Sales Division
“You should absolutely decorate the store around gift giving seasons/holidays because this resonates with your customer. Today’s consumer is looking for a “shopping experience” and the decorations and store displays are key to creating a fun and positive shopping experience. The store window display bids the consumer to walk through the door and shop. Changing it our regularly tells the consumer the store has something they must come in to see. The floor displays contribute to this shopping experience, drawing the consumer to the feature product which is saying, ‘Buy me! Choose me!'”
David Nelson, Regional Sales Manager, Mud Pie Sales Division
David shared an excerpt from “A Shopkeeper’s Manual” by Mary Liz Curtin. Mary Liz is customer of OneCoast and an incredibly successful retailer in Michigan.
“How often do I need to change my displays?”
As often as you can! Redo something in your store every week, even if it is only a small section or one category. The window should change at least monthly. Naturally, any time you sell the focal point in a display, it has to be re-merchandised. If you have a display that just didn’t work or is getting no attention, change it immediately.
Note: “A Shopkeepers Manual” is available for purchase at her store’s website.
Nora Chapman, Regional Sales Manager, Mud Pie Sales Division
“Yes, decorate if the room is available. If products are purchased that are able to be merchandised and coordinate with the rest of the store. The seasonal product should enhance the core lines and not distract. Door hangers that are complementary to the season are always a good way to decorate. A small table in the entrance way that creates a nod to the season; Easter, Halloween, Christmas. etc. The goal should be to add incremental dollars and not replace the store’s bread & butter.”
Regional Sales Managers: