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:
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.
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.
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:
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.
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:
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.
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:
This level of detail not only delights customers but also encourages them to spend more time in-store, increasing the chances of multiple purchases.
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:
By aligning signage with brand identity, retailers build trust and deepen emotional connections — key drivers of customer loyalty during the competitive holiday season.
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.
Retailers who plan early and integrate signage into their broader holiday strategy often see stronger performance metrics across the board.
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.
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.
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.
See how Taylor creates retail experiences that engage consumers and grow brands. Contact Taylor for some truly innovative holiday visual merchandising ideas.