It’s nearly that time of year again where we brace ourselves for this season’s festive window displays on the high street. If you’re one of those people who dislike any mention of the C-word this side of November, we can’t say we entirely blame you.
But the reality is that Christmas is the most important time of year for retail sales and hence Christmas retail graphics and window displays are an important part of every retailer’s festive sales strategy.
In the current climate, stores have to work harder to lure customers inside and spend money. (Last year, UK businesses experienced their worst festive season in a decade. Source: British Retail Consortium.)
There’s no knowing yet how the festive season will pan out for retail in 2019. But there are things you can do to make sure your brand isn’t overshadowed at this critical time of year – not least of which is having a strong visual presence. Creating an experience which is attractive and atmospheric is key to making the most of the year’s most important shopping period.
When it comes to Christmas retail displays and graphics, every surface – from floors, walls and ceilings to windows count.
Planning your Christmas retail displays
At Rocket Graphics, we have installed many retail graphics and signage and we are always keeping up with the latest retail signage trends and innovations. Here are our tips for effective Christmas retail graphics and displays:
Consistent branding across platforms
If you have a seasonal display featuring, say, penguins, can they also be the header for your Twitter or Facebook accounts, perhaps redesigned for the Christmas season? Or featured on your adverts? Consistent brand implementation across multiple platforms will help people associate particular festive feelings with your brand.
Great use of colour
Make sure the seasonal colours in your Christmas retail graphics don’t detract from or clash with your existing brand identity.
If you use a lot of blue, a wintry scene could work. If much of your branding is in orange or yellow, consider a warm fireplace, shining star or similar imagery that complements your existing colour palette.
Seasonal window displays
Christmas window displays have been part of festive retail since the industrial revolution. They form a key part of many seasonal shopping trips and have not been diminished by the rise of online retail. If anything, they’re more important than ever.
Big names like Harrods and Macy’s are known for the extravagance and creativity of their displays, which have become destinations in their own right.
A genuinely arresting festive arrangement isn’t so much about showcasing what you’re selling, but more about telling a story that sparks an emotional response in passers-by and draws them inside.
Festive graphics in the form of vinyl window graphics offer a great way of attracting the eye, and they can be easily changed when it’s time for the January sales.
Try not to make things too ‘busy’ – instead come up with a single, strong concept and stick to it for your seasonal windows. Finally, lighter colours tend to stand out more brightly, while integrating metallics such as silver and gold or anything sparkly will add to the atmosphere.
Stores are obviously busier at Christmas time, and we’ve all felt stressed shopping for that elusive last-minute gift come December. However gorgeous your Christmas window display, however well you’ve showcased your goods, if people can’t find what they’re looking for, they’ll quickly go elsewhere, especially if they have small children in tow.
Smart, clear wayfinding graphics with a seasonal design and colours can point customers to your Santa’s grotto, gift department, present wrap point and so on throughout the festive period. Non-stick designs may be worth considering given the typically heavier footfall.
Backlit signage and digital displays
Finally, backlit graphics and digital displays can transform a retail space at Christmas with striking, memorable images that set your brand apart. Think tension fabric lightboxes, neon lighting and other forms of glowing or backlit signage and graphics.
At Watford-based Rocket Graphics, we have decades of experience of retail graphics, including with big names like River Island, the Showcase fashion brand and M&M’s World. Let us talk you through some options for transforming your premises into the perfect winter wonderland.