 Most retailers and consumers agree that a large part of the spirit of the holiday season is due to the appearance of Christmas decorations everywhere. There was a time when stores would not deck their halls until the Thanksgiving leftovers had been packed away, but now shoppers expect to see Christmas-scapes assembled by the time they are searching for Halloween costumes.
Mary Liz Curtin, owner of Clawson, Mich.-based Leon & Lulu and author of A Shopkeeper's Manual, admits that she incorporates lighted Christmas trees into her store's holiday scheme as backdrops to entice buyers, even though she doesn't carry ornaments in her product mix. "Everyone likes the way a lighted Christmas tree looks," Curtin explains. "It's just the magic of trees and those twinkling lights."
Merry Over Money Matters
With retailers hoping for the 2010 holiday season to rebound, commercial Christmas décor is more important than ever, but providers are finding that businesses are still being cautious. Orders have been put off until very late in the season, creating a unique environment for suppliers who have also had to make adjustments in their planning. "Inventories and costs are being scrutinized and they're being analyzed by a leaner staff," Jim Minard, vice president customer support services for The Nu-Era Group, declares.
"Everyone is cutting corners. We're not installing much new décor this year," Bill Schaffell, owner WJS Studios, notes. "Most of our clients want installations that are several years old and can be refurbished."
While the recession might have dampened spirits over the last year, suppliers are hopeful that 2010 will benefit from a revitalized economy and shoppers who are ready to celebrate after more than a year of tightening their budgets.
Commercial displays are a vital component of marketing schemes because they project an air of confidence to consumers. "If a shopping mall doesn't decorate for Christmas, what does it tell you?" Peter Barthelmess, owner Barcana Inc., poses. "Retailers are kind of forced to do some sort of commercial décor in order to attract shoppers. They have to have something in there. They don't have much of a choice."
Kent Fritzel, CEO American Christmas, agrees. "If a store significantly cuts back on what they're doing visually, they run the risk of the perception being that it is not a vibrant brand," he warns. Fritzel continues to say that for 2010 he has also seen the opposite of that scenario with a number of retailers who had never done anything before, realizing the importance of stepping up their commercial displays in the down economy.
The Careful Claus(e)
As businesses and municipalities rein in their holiday spending, they are more cautious about how they spend their money on commercial displays. "The focus this season will be on offering consumers real value and making their dollar stretch further," Minard muses. Décor, window displays, temporary and even permanent fixtures will be designed around this and really showcase the benefits of saving money this season.
"Our clients have pulled back on projects. There has not been a lot of people trying to break ground with much new stuff," Brock Putney, director of sales for GKI/Bethlehem Lighting, acknowledges. "If anything they are trying to use what they bought last year."
Minard agrees, citing his belief that stores will use a great deal of what they have in storage from previous years and less cutting-edge window displays and décor. "Décor is still going to get a lot of attention," Minard states. "You'll see it going up earlier this year, most likely right after Halloween. Green materials are also taking center stage in all aspects of retail environments including recycled and recyclable décor and displays."
Putney also notes there has been a trend in downsizing that is evidenced in increased sales of the smaller sizes of GKI's tower trees. "You have the ability with our tower trees to grow them with the purchase of additional sections," Putney explains. "So people this year, instead of buying a 26- or 30-foot tower tree, they opt for a 16-, 18- or 20-foot version because that's what their budgets allow. Customers plan to buy additional pieces when they have more money."
David Loer, president/CEO of GP Designs agrees that adapting to customers' smaller budgets has led to the creation of more affordable products. "We came up with an economy line about five years ago that allows customers to get a string of four stockings instead of having to pay for a string of eight," Loer says. "It was so popular that our competitors all followed suit."
Everything Old, New Again
Commercial displays have embraced the traditional in terms of color and motifs. "We are seeing a lot of traditional greens and reds," Stuart Hurt of JS Designs illustrates. "Silhouettes of customary icons are very popular, such as lamp posts, Santa's profile and gift packages."
Buyers are looking for comforting signs of the holidays, which translates to fewer trendy, modern designs and more tried and true festive symbols of the season. Putney agrees, pointing out that red and white, candy cane themes have been big sellers for GKI.
This trending back to traditional has also affected sales of religious displays in some markets. Loer reveals that GP Designs has seen resurgence in spiritual designs with sales increasing five fold from previous years.
Another scheme that has gained steam is that of more neutral holiday scapes. "We've found winter themes to be successful," Fritzel declares. "Winter-flocked, silvery, Dr. Zhivago-inspired romantic forests have been a strong trend."
Utilizing the broader winter angle for commercial décor serves a double purpose of being neutral enough to celebrate the holidays while not being a specific religion. Being able to speak to a broader range of audience is appealing to retailers who want to attract as many shoppers as possible.
Meanwhile hotels are looking for ways to create more of a "home" environment in their holiday decorating. "With the public traveling more, whether for business or pleasure, hotels are seeking ways to reflect home atmospheres, especially for the holidays," Hurt explains. Guests want to see and feel a living room appeal and hotels are complying by adding Christmas in large scale in their lobbies to immediately envelop guests.
LEDs Lead The Way
One of the trends shaping commercial holiday décor throughout the last several years is the use of LED lighting. The energy-efficient and money-saving technology is being incorporated in all facets of outdoor and indoor lighting.
Manufacturers are answering the call for LEDs by integrating them into existing product lines. "We are in the process of making improvements so every display we manufacture is available with LEDs," Larry Swords, general manager of Holiday Lights admits.
Fritzel is also seeing the major transition of a mass changeover to LED lighting due to their energy- and cost-saving, plus an improvement in manufacturing. "The technology behind LEDs has advanced enough that now they are reliable and consistent," he praises.
Fritzel explains that the first generation of white LEDs was very cold, while the blues and reds were good from the start. "When the quality of the light is warm, then the other colors can pop," Fritzel illustrates. "The old versions kind of clashed with the other colors. Now that the technology has advanced to offer warm white LEDs, we're using them in a number of our jobs."
Quality Counts
With budgets being scrutinized, businesses investing in commercial displays want to be sure they are purchasing top-notch goods. "Look for something that is going to last," Barthelmess reminds. "It is an investment. If you have a cheap light set, it's going to burn out in the middle of the season and you're going to spend more money in the long run."
For those consumers using incandescent lights on commercial applications, it's important to make sure the bulbs are twist lock. "If you don't have twist locks and someone walks by and pulls one light out – the whole set goes out," Barthelmess cautions. "You want to prevent that by having good light sets."
Customers are also willing to spend more money for quality showpieces. Barthelmess references the popularity of PE trees as an example. With their hand-made needles, they are costlier, but boast a much more natural, impressive look. He also refers to the demand for Barcana's Light Forms division products, such as giant-size pandas and nativity sets. "Those are always hot-sellers, because they make a visual impact and can be used year after year," Barthelmess states. |
