Eye baubles

Christmas is critical for the success of retailers in the UK, so what are they doing to attract eyeballs this year?

According to ONS data, in 2022, the November and December period leading up to Christmas accounted for 19% of total annual retail sales across the UK. This period was even more important for clothing and footwear retailers who saw 22% of annual sales revenue being driven by this period. With the increased cost of living impacting the outlook for Christmas in 2023, we look at how some retailers are trying to stand out this festive period.

Window displays and in store experiences
Immersive and interactive shopping environments are a staple of Christmas and London’s department stores are host to some of the most eye-catching displays. Harvey Nicholls is leading the way with its fairground themed window displays and a festive playground in store which allows loyalty card members to play games such as ring toss, hook a duck, and claw grabber machines to win a share of exclusive prizes. The retailer has also announced a golden ticket promotion with three gift cards worth £1,000 being up for grabs.

Fortnum and Mason have also delighted visitors with their `Where Christmas Comes Alive' themed window displays and an in store animated Christmas pudding staircase whilst Selfridges have a host of theatre and pantomime themed displays spread across their UK stores. Other notable displays include The Gingerbread City display at Westfield White City, which saw architects, designers, and engineers across the world, build a city out of gingerbread.

Bond street stores have also managed to impress with their decorations this year with notable examples being Christian Dior's Butterfly storefront, Cartier's hot air balloon themed store, and Chanel's jewellery decorations. Bond Street brands have also begun selling exclusive, store only items, to attract footfall. For instance, Fendi have introduced a Mon Tresor bag only available at its Bond Street Store. Similarly, Louis Vuitton have released two exclusive versions of their Dauphine Bags available only in their Bond Street stores.

Popups
Seasonal popups are always fun and intriguing for shoppers and some of the best we’ve seen this  season include:

Jo Malone’s gingerbread popup at Battersea power station which runs from 23rd of November to 3rd of January and features a life-size gingerbread house (seen above) with a photo booth and events such as gingerbread house making. The popup also has a small shop stocking Jo Malone's Christmas scent collection.

Tipis on the Green is an Alpine inspired popup at Parsons Green, London, which has a sustainability agenda and sources ingredients from environmentally sustainable food and drink brands whilst adopting a zero waste to landfill policy. The team behind the event also host local food brands and community focused events such as a yoga morning to draw in the local catchment.

Miracle at Henrietta is a Christmas themed cocktail bar that opens annually at the Henrietta hotel. This year’s bar is inspired by a 70's Christmas home with retro decorations and coloured lights. The bar features exclusive Christmas themed cocktails and food served in Christmas inspired glassware.

Innovation in convenience
AI and machine learning has found its way to the gifting market with new AI chatbots like Outdone recommending gift ideas for individuals based on a short quiz about their perceived personality and character traits. Another development this year has been the clothing subscription market with brands such as Outfittery which provide personalised clothing recommendations to customers based on their clothing preferences and input from professional stylists. This provides a hassle free way for customers looking to stay on trend this festive season.

With the increased cost of living, it is more important than ever for retailers to offer something unique and special to encourage shoppers to spend their money. The retailers that are able to create a truly immersive and convenient festive experience are likely to be the ones that win out.

Soham Nayak