It’s the most wonderful time of the year for store windows, as retailers seek to create seasonal in-store theatre to stimulate golden quarter spend
From the big department stores such as Fortnum & Mason and Harvey Nichols through to the major chains such as River Island and H&M, the window dressers have done their bit to brighten up high streets.
Tinsel, snow, Christmas trees – and of course, the brightly wrapped presents that retailers hope consumers will pile under their own trees at home – all combine to evoke the feelgood factor as the big holiday approaches.
Bricks-and-mortar stores provide retailers with an opportunity that can’t be replicated in the same way online to whet shoppers’ appetites in all the big categories from fashion to beauty and electricals.
After some years of disruption and a cost of living crisis, retailers hope that customers will be in the mood to celebrate and splash out in an environment that remains uncertain and following the autumn Budget, which piled on more costs.
As Shore Capital analyst Clive Black puts it: “One has to hope that December will contain some pent-up demand and promotional discipline, but the state has frightened the life out of the British shopper, quite an achievement. Come on Santa…”
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