In Digital Age, Holiday Windows Still Drive Sales
Holidays sales are critical to retailers. For retailers in the US, the
world’s largest consumer market, 25 percent of annual sales happen
during the holiday season, according to market research firm NPD Group.
And since the 1870s, when Macy’s created one of New York’s first holiday
window displays, these festive feats of visual merchandising have
become not only a seasonal tradition, but powerful marketing devices.
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“Our Christmas windows pull tourists from far and wide. They’re the
first thing they see, so they’re hugely important for attracting
business,” says Janet Wardley, Harvey Nichols’ head of visual display.
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Indeed, the impact of holiday windows is often amplified online, when
consumers take and share images of the displays on social platforms like
Instagram or Facebook.
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