Store Windows: Christmas Theme

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Store Windows: Christmas Theme
By: Mari Davis
Photos by FW

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Christmas GUAM, Dec 7, 1997/ FW/ --- The holiday shopping season is the most important date on the calendar for retailers because this is the time when they make the most sales.

Because of that reason, this is also the busiest time of year for visual merchandisers and also the season wherein more than half of the visual merchandising budget is spent.

Santa's Helpers

In the retail business, Christmas is planned as early as July. Some companies plan it the whole year round. With Christmas giving retailers the lion's share of their business, it is not surprising that Christmas is the biggest visual merchandising event of the year for everyone. The window is traditional Christmas, with Santa and his elves in their workshop a few days before Christmas. A Christmas tree decorated with gift boxes is on one side, while the whole window is just littered with toys in different stages of manufacture. The coup de grace of this window is the realistic snow on the window panes. Painted and made from fake snow, the details given to it is just admirable. Seeing it in real life, you cannot help but admire the artist who created those snowflakes.

Season of Giving

The design of this christmas window was based on the idea of a frame. Instead of hanging the christmas garland on a traditional way, it was hung to frame the two forms. No decorations except christmas lights were used on the garland, making it simple and clean. The screen behind the two forms was made to echo the striped red and green floor (unseen on the photograph).

Christmas Party

A male and female mannequin set 'center stage' in a modern day loft decorated for a holiday party.

Home For The Holidays

One window set inside the home, while the other one is set outside convey the feelingo of being home for the holidays as families celebrate Christmas.

Shop 'Til You Drop

Preparation for Christmas starts as early as July when the VM Department start purchasing Christmas decorations. Christmas also brings creativity. With the shrinking budgets and more savvy shoppers, Visual Merchandisers recycles and use non-traditional ways to evoke the feeling of Christmas. This window uses a pie rack as a Christmas tree. Used regularly in the store either as a store fixture or display item, the pie rack with gold bows and pine twigs became a Christmas tree complete with presents around it.

Where The Gifts Are

A beautiful window because of its simplicity. A solo papier-mache mannequin, a Christmas spray and a mirror shaped like a vase. Not a lot of frills but defenitely shows the spirit of the season. Christmas displays is almost a contest among stores in the mall. Some go for the philosophy, "The bigger, the better." Other goes for the simplicity and gets the same effect.