One of the great ironies of retail merchandising strategy is that holiday marketing display signage is typically finalized during the hottest months of the year. Most creative retail display ideas for the holidays are developed during April, May and June. By July and August, retailers’ final marketing displays for the holidays are taking shape and holiday signage production is in full swing by September.
Given that roughly 35% of all annual U.S. brick-and-mortar retail sales occur in November and December, it’s no wonder that holiday retail signage looms so large in the world of retail campaign management. This blog will provide a variety of tips for holiday signage for retailers. Among the topics covered:
- What is visual merchandising?
- What is holiday signage for retailers intended to accomplish?
- What makes a good holiday display? That is, what are some best practices for holiday signage for retail?
What is visual merchandising?
As noted in our prior blog on the topic, visual merchandising as a concept dates back to the late-1800s when Marshall Field & Co. started to use retail window display backdrops to entice passers-by.
Though the themes differ throughout the year, holiday visual merchandising ideas are similar to the merchandising ideas developed for other seasons in one key respect. Whether evoking the warmth and excitement of summer, the practicalities of back-to-school, the sentimentalities of the holiday season or something else, visual merchandising is intended to bring the essential characteristics of the retailer’s brand to life for customers. This is done by engaging all of the senses.
Sight
Dramatic lighting effects, bold uses of color and eye-catching visuals are tried-and-true methods of inviting consumers to explore a retail brand. Elaborate 3D displays, lenticular printing effects and backlit LED lighting fixtures are commonly used for in-store retail displays and other holiday signage.
Sound
Music can be used to target the core audience and reinforce the retailer’s brand message. Holiday visual merchandising ideas often incorporate sentimental favorites from prior years — White Christmas, Jingle Bell Rock and Sleigh Ride to name but a few — in the hopes that shoppers will be inspired by cherished memories and spend lavishly.
Scent
Incorporating unique, signature scents can trigger fond memories and create strong brand preference in consumers. Notice how many times you detect the smell of cinnamon, pine, gingerbread or peppermint as you pass by marketing displays for the holidays.
Touch
Interactive retail displays engage consumers on a deeper level and make the retailer’s brand tangible and tactile. Yankee Candle, for example, is known for its “scented wonderlands” during the holidays. Customers are invited to touch, hold and experience a product, lifting the lid to smell the special seasonal scent within.
What are the benefits of holiday signage for retailers?
Holiday signage and marketing displays are powerful assets in the retail marketer’s toolkit. Thoughtfully designed visual merchandising elements can help drive higher retail sales during the most critical season on the retail calendar.
But how, exactly, does holiday retail signage accomplish this goal from a business perspective?
The examples that follow illustrate how a dash of retail display inspiration can attract attention, drive foot traffic and influence consumer behavior.
1. Increasing sales during the holidays through strategic messaging
At its core, retail signage is designed to influence purchasing behavior. Whether it’s a bold “50% Off” banner or a subtle “Limited Edition Holiday Scent” tag, holiday signage communicates value, urgency and exclusivity. These messages are critical during the holidays as shoppers are bombarded with choices and time is limited. Some examples include:
- Promotional signage that highlights deals, bundles, and seasonal offers.
- Product signage that draws attention to gift-worthy items or bestsellers.
- Wayfinding signage that helps customers navigate the store efficiently, reducing friction and increasing the likelihood of purchase.
Retailers who invest in clear, compelling signage often see a measurable lift in conversion rates, especially when paired with well-placed custom retail displays that support the message.
2. Increasing store foot traffic with eye-catching holiday window display ideas
Holiday displays aren’t just for those already inside the store — they’re also a magnet for passersby. Holiday window displays, in particular, serve as a visual invitation to enter. When paired with seasonal signage, these displays can transform a storefront into a destination in a variety of ways:
- Bold window graphics with holiday themes (snowflakes, ornaments, gift boxes) create emotional appeal.
- Call-to-action signage like “Step Inside for Holiday Magic” or “Find the Perfect Gift Today” encourages impulse visits.
- Interactive elements such as QR codes or motion-activated lights can further entice foot traffic.
Retailers in high-traffic areas — like malls or downtown shopping districts — rely heavily on this type of visual storytelling to stand out in a crowded landscape.
3. Enhancing the in-store experience with thematic cohesion
Once inside, shoppers should be guided by a carefully choreographed visual journey. Holiday retail signage plays a key role in reinforcing the seasonal theme and creating a cohesive, immersive environment. For example:
- Thematic signage (e.g., “Cozy Cabin,” “Winter Wonderland,” “Santa’s Workshop”) helps set the tone and mood.
- Merchandising zones can be used to segment the store into gift categories (e.g., “Gifts Under $25,” “For Her,” “Stocking Stuffers”).
- Holiday merchandising fixtures — like sleigh-shaped tables or snow-dusted shelving — support the signage and enhance the tactile experience.
This level of detail not only delights customers but also encourages them to spend more time in-store, increasing the chances of multiple purchases.
4. Supporting Brand Identity and Emotional Connection
Marketing displays for the holidays are also vehicles for brand storytelling. Whether a retailer leans into nostalgia, luxury, humor or sustainability, signage can help convey those values in a visual and emotional way:
- Luxury brands may use minimalist gold and silver signage with elegant typography.
- Family-focused retailers might feature playful fonts or cartoon characters.
- Eco-conscious brands can highlight recycled materials or “green gifting tips” through the use of special signage.
By aligning signage with brand identity, retailers build trust and deepen emotional connections — key drivers of customer loyalty during the competitive holiday season.
5. Maximizing ROI with flexible and scalable solutions
From a business operations standpoint, these types of holiday visual merchandising ideas offer a high return on investment. Done right, it’s relatively inexpensive compared to digital advertising or experiential marketing. However, holiday signage and displays deliver immediate, in-store impact.
- Modular systems allow for quick updates and reusability across seasons.
- Movable signage such as A-frames and pedestal signs allow messaging to change in real time to reflect special promotions.
- Localized signage can be tailored to specific store demographics or regional preferences.
Retailers who plan early and integrate signage into their broader holiday strategy often see stronger performance metrics across the board.
What are some best practices for holiday signage for retail?
Creating a good holiday-themed retail display involves more than just festive colors and twinkling lights. It’s about crafting an immersive, emotionally resonant experience that drives engagement and sales.
Building upon our 5 rules of effective retail signage, here are 11 tips for holiday merchandising that help can retailers increase sales during this make-or-break time of year.
1. Start the planning process early
- Allow time for brainstorming, experimenting with new materials and refining concepts.
- Identify suppliers, materials and contractors well in advance to avoid shortages and delays.
- Build extra time into your schedule for the unexpected, such as shipping bottlenecks.
2. Align on a clear theme
- As suggested above, choose a cohesive holiday theme and carry it through signage, displays, colors and textures.
- Design holiday displays in tandem with broader holiday promotional strategies to ensure cohesive messaging.
- Consistency across all visual merchandising elements builds brand recognition and enhances storytelling.
3. Prioritize visibility and readability
- Use large, legible fonts and high-contrast colors for your holiday signage.
- Ensure key messages like “Sale,” “New Arrival” or “Gift Ideas” are visible from a distance.
- Place signage at eye level and in high-traffic zones like entrances, endcaps and checkout areas.
4. Highlight promotions and gift solutions
- Use signage to clearly communicate:
- Discounts (e.g., “Buy One, Get One 50% Off”)
- Gift guides (e.g., “Top Gifts Under $25”)
- Urgency (e.g., “Limited Time Only” or “While Supplies Last”)
- Help holiday shoppers make quick decisions during a busy season.
5. Engage the senses
- Combine signage with tactile elements (like velvet ribbons or faux snow), lighting and scent (e.g., pine or cinnamon).
- Multi-sensory displays create memorable experiences and increase dwell time.
6. Use flexible fixtures
- Incorporate movable shelving, signage and retail hanging display racks that can be easily updated as inventory changes.
- This allows for quick refreshes throughout the season and supports evolving promotions.
7. Encourage interaction
- Include QR codes for digital gift guides or product videos.
- Use touch-friendly displays (e.g., try-me stations, gift-laden trees or scent sampling).
- Interactive holiday displays boost engagement and can lead to higher conversion rates.
8. Guide the shopper journey
- Use signage to create a narrative flow through the store:
- Start with a hero display at the entrance.
- Lead shoppers through gift zones or holiday collections.
- End with impulse buys near checkout.
- This helps shoppers navigate efficiently and discover more products.
9. Make it Instagrammable
- Design retail displays that are visually striking and photo-worthy.
- Include branded hashtags or signage that encourages sharing on social media.
- This can generate organic buzz and attract new foot traffic.
10. Embrace sustainability
- Minimize your carbon footprint by using recycled and recyclable materials for holiday signage elements.
- Incorporate energy-efficient LED lighting and other energy-saving signage technologies.
- Reduce both waste and cost with modular retail displays that can be re-used for future seasons.
11. Measure and adapt
- Track which holiday displays drive the most engagement or sales.
- Use customer feedback, sales data and foot traffic patterns to refine signage strategy.
- Consider A/B testing different holiday signage styles or messages.
In the fast-paced, emotionally charged environment of holiday shopping, signage is more than decoration — it’s a strategic business tool. It guides, informs, inspires and converts. When paired with thoughtful visual merchandising concepts and engaging holiday displays, it becomes a silent salesperson, working tirelessly to turn browsers into buyers.
Tips for Holiday Merchandising from Taylor
The next time you walk through your favorite retail store, look around. There’s a good chance that Taylor created the visual merchandising elements that surround you.
Taylor is one of the leading providers of visual merchandising tools and custom retail displays in North America. We specialize in retail store display designs that use the power of custom signs and graphics to build brands and influence consumer behavior. All of the following — and more — are available to you through a single partner.
- 3D retail displays and exhibits
- Backdrops and backlit LED signage fixtures
- Custom retail displays
- Building and vehicle wraps
- Fabric graphics and framed SEG
- Lenticular printing solutions
- Modular display systems
- Pop-up shops and in-store displays
- Profile Manager, our campaign management software for in-store marketing
- Recycled and recyclable signage materials
- Wayfinding and ADA-compliant signage systems
- Wide-format printing on an endless variety of substrates
- PLUS: Turnkey installation and a recycling program for obsolete signage
See how Taylor creates retail experiences that engage consumers and grow brands. Contact Taylor for some truly innovative holiday visual merchandising ideas.
