Home for the Holidays

As the holidays approach, Americans are dealing with the reality of living in a land that doesn't feel as safe as it once did. Many feel a need to turn to home and family. To meet that need, gift shops should gear holiday displays toward expressing the warmth of the home and peace on Earth. To get that home-like atmosphere, your store has to glow with warmth, friendliness, and accessibility. Add soft lights to draw customers to the warm ambience of your store. Friendliness shouldn't be too difficult. If it is, you're probably in the wrong field. As for accessibility, be sure not to block your store entrance with too much stuff. It's tempting to want to get it all "out there" for the holidays, but you have to allow your customers space to move freely. Don't overwhelm them! And leave room in front of the cash/wrap desk so customers can gather there comfortably and enjoy your company.

But the way to really distinguish your store and attract customers during the holidays is to make your displays call out to their need for the warmth and tradition of the holidays. There are many ways you can appeal to that sense of tradition.

For example, if you want to create a non-religious, traditional window, include deer, lights, tree branches, and snowflakes to capture the spirit of the outdoors. Sketch deer on gator board or plywood. Cut each deer out and paint in its features. If your window is viewable from both inside and outside the store, be sure to paint the deer on both sides. It doesn't have to be fine art. If it happens to be stylized, childlike, or oddly colored, that will just make your display more unique. The deer can either be hung with fishing line from the ceiling, or their feet can be affixed to a base that will be covered with fake snow.

A great source for fake snow is Sno Wonder, (866) 363-3807, or www.sno-wonder.com. But be advised that if you use loose fake snow, you'll want to put down a drop cloth on your window base to make the cleanup quicker and easier. Don't put any snow on top of heating elements or air conditioning vents. Fake snow will get dusty over time. Since dusting snow is out of the question, have extra on hand for when the dust becomes visible.

Keeping to the flat, artistic look, branches can also be cut from a rigid board, but foam board will work better than plywood or gator board. Using diluted white glue, coat the surfaces of the foam board and sprinkle white glitter on the branches. And don't forget to intersperse merchandise in the display!

A wonderful slice-of-life window — with a timely home theme — can be created by arranging a lifelike vignette. Display a table, a lamp, a chair, a throw, and an ottoman as you would decorate a room in your house. Place a decorative phone on the table, along with some flowers and an open book. Around that, scatter a scene of gifts, scissors, ribbon, tape, and wrapping paper — all waiting for someone to start the giftwrapping in preparation for Christmas. With this window you can show a huge variety of gifts, including any furniture, lamps, throws, and other home accessories that work into the "picture."

During the holiday season, tradition also means giving attention to religious themes. If you have two or more windows, you may want to honor several religions with a traditional display in each. Put a Christmas tree in one, a menorah in another, and perhaps a Kwanzaa display in the third. Pick and choose appropriate merchandise to display in front of and around each religiously themed symbol.

In these difficult times the most meaningful window may be one that emphasizes Peace and Brotherhood. For a simple window that says peace without words, stack colorful, pre-wrapped boxes to create a series of risers. Hang white birds (preferably doves) from your ceiling with fishing line. The birds should "fly" at different heights for variety, and you can place others on the boxes, gifts, and floor of your window.

Use flags from around the world to create a world-wreath backdrop large enough to occupy the entire back of your window. You may want to stick the flags in the Styrofoam (if it's a Styro base) or pin them in with silk pins.

Offer your customers giftwrap to go. If they don't have time to have something wrapped, give them the wrap to do it on their own. They'll appreciate the timesaving offer.

Consider offering apple cider, coffee, or tea as refreshments. You can give out sweets too. Seasonal chocolates or M&M's are always welcome. Another favorite is butterscotch. If your lines get long, people will appreciate the candy and understand that you know they are waiting.

Keeping your customers comfortable once they are in your store is a major priority during the holidays. Be helpful, friendly, and kind. Most of all, make an effort to show that you are in business to help your customers find the perfect gift for their family and friends. We are all in this together and helping each other is the best way to make this a better world.