Wednesday, July 31, 2013
Christmas decorations are a vital part of any shopping centre’s seasonal repertoire, creating a warm, festive atmosphere, bringing in and entertaining children and their families and getting people in the mood to shop, boosting those all important retail sales. But with an endless choice of colours, patterns, materials and designs, choosing the right Christmas display for your mall, and for your customers, can be a daunting and time-consuming task.
The findings of a survey from retail Media specialist, Mood Media, underlines the importance of creating a welcoming environment, revealing that when shopping, people treasure decorative displays, festive music and other familiar comforts of Christmas. Almost a quarter (23 per cent) of respondents rated Fairytale of New York by the Pogues and Kirstie McColl as their favorites Christmas song, followed by Bing Crosby’s White Christmas with 12 percent. Festive smells like pine trees and cinnamon came out as firm favorites.
While the survey alludes to shop displays, the findings are equally relevant to shopping centres, with landlords and managers eager to get the tone right at the risk of putting off both new and loyal shoppers with disappointing or inappropriate decorations or an overzealous or poorly-timed Christmas campaign.
– Source UK Shopping Centre Magazine