According to the National Retail Federation, 45.2 percent of shoppers surveyed said they would decide what gifts to buy their loved ones this year simply by walking through a store. This fact could mean that signs and graphics will have a large effect on the shopping decisions made this year.
“For many businesses, the holiday season is typically the highest grossing time of year. This is particularly true for retail establishments,” said Drue Townsend, senior VP of Marketing for FASTSIGNS International (www.fastsigns.com). “Competition for the consumer dollar has never been greater, so it is important for stores to set themselves apart from their competition with the right messaging and the most appropriate signs and graphics.”
Townsend suggests that retailers use unique and eye-catching point-of-purchase signage this year as it can be one of the most effective ways to engage customers. POP signage includes floor graphics, banners, aisle displays, menu boards, shelf signs, posters, and even digital displays.
Townsend’s examples for effective in-store holiday signage include:
- Using holiday-themed promotional decals in unexpected places, such as on ceiling tiles, along the sides of escalators or stairways, or even on the floor.
- Creating an entire winter wonderland scene with fabric backdrops, temporary wallpaper, canvas art prints, and three-dimensional snowflakes that hang from the ceiling.
- Using digital signage to promote specials to help customers identify the perfect gift or find their way around your store.
“POP signage, floor decals, digital displays – all of these visual communications solutions can mean the difference between shoppers selecting their gifts in your store or going to your competitor to find those special presents for the people on their shopping lists,” said Townsend.
