Unlike birthdays, weddings and anniversaries, the festive period is the one time of year when everyone across the country is unified with the top of their to-do list: Christmas shopping. Brands are gearing up for increased footfall and the gift buying frenzy, knowing that businesses make the bulk of their sales during this period. To this day, brick-and-mortar reigns, with 58% of people still choosing to do their Christmas shopping in physical stores because people are offered instant gratification, good customer service and a better experience overall. We’ve rounded up tips from retail pros who have learnt how to make the most of this busy period, from storefront design to press. Here’s what to consider:
Stand out with eye-catching visuals
During this shopping boom, every store is upping their game, ranging from decorations to a whole design overhaul. Whatever you choose, start with an eye-catching window display to make the most of the additional footfall from Christmas shoppers.
“A fresh wreath is always beautiful in the windows. Nothing too colourful, keep it natural and smart, using only what comes from nature. But try to avoid ribbons and bows - they aren’t eco.”
- Marina Guergova, Give & Receive
Create an environment with Insta in mind
When designing your store, it’s important to create a memorable festive environment that people will be itching to share. Always ask yourself: will it make someone stop and share? It could be a feature wall with a beautiful backdrop or an interactive gift making station or even a festive food offering, just make sure the design feels consistent with your brand.
“In my experience, the more the store has that cosy Christmas feel, the more people get in the mood to shop. You could have an F&B presence to drive people into the store. Mulled wine is generic, but it really does work over the colder months when people love to get in the mood for Christmas.”
-Marina Guergova, Give & Receive
Extend hours with VIP events
Hosting VIP shopping events, panels and talks give people an incentive to shop in your store and connect with the brand, beyond simply dropping in to grab products. Events can also offer an opportunity for more dynamic content. For stores selling a number of different brands or partnering up with different businesses, these events are also a great way to bring brands together and provide a space for organic networking.
“When running our Christmas pop-up last year, we hosted a series of five evening talks in the shop. These were a great way to extend the opening hours of the store and also gave people another reason to visit, leading to increased visitor numbers across two weeks.”
- Cain Flemming, Courier
Hold a purpose at heart
Shopping habits shift entirely during this period - it’s all about gifting and buying for others, rather than for yourself. Brands should take advantage of this seasonal altruism by offering purpose-driven benefits, such as giving back to charity or promising to put sustainability first. Remember that generosity extends beyond social circles and people are considering wider communities, whether that’s a local soup kitchen or a borough’s green initiative.
“Press are not that interested in stores in general, so hosting an event with a charitable purpose will generate more traction. Having a positive social message is a good way to stand out.”
- Marina Guergova, Give & Receive
Offer something extra with in-store services
Whether it’s starting small, such as handing out cups of mulled wine, or committing to a permanent in-store service, such as free gift-wrapping, Christmas is a time when people expect generosity to be reciprocated. For something more elaborate, you could include interactive events, such as calligraphy workshops. Also consider linking offline and online together, including efficient ‘Click and collect’ or special delivery services just for that period.
“Have a gifting section is super important. Free Christmas wrapping is a great idea for people that spend over a certain amount.”
- Marina Guergova, Give & Receive