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As the nation starts getting out the decorations and ‘All I Want for Christmas’ takes over the airwaves, one thing is certain, the festive shopping season is well and truly underway. But for retailers, this isn’t just the season to be jolly, it’s a time of great angst. After months of planning and perfecting the strategy, and execution now underway, the question looming is will Christmas make or break me?

The Christmas TV ads have already landed, glittering with the hope they’ll capture hearts and wallets early. Consumers are being bombarded by online ads and influencer recommendations, but as they hit the high street in search of the perfect gift, amid tighter budgets and endless options, how can retailers use physical estates to reel shoppers in?

Looking at last year’s trends, it’s clear that those who’ve nailed the mix of smart pricing, irresistible promotions, memorable in-store moments, dazzling displays and well trained staff will top the tree this Christmas.

Fantastic festive promotion strategies

Festive promotion strategies must deliver, sustaining every crucial week of the Golden Quarter, and most importantly, offer clever promotions that reward shoppers loyalty. Retailers that communicate savings and product exclusivity in creative ways will resonate most with shoppers who want to maximise their spending.

“Beyond the sparkle, snowflakes and spectacle, the retail basics have never mattered more.“
Daniel Todaro, CEO UK&I, Gekko Group Marketing

For years, Black Friday and Cyber Monday were the pinnacle of the festive shopping period,  with brands starting promotions well in advance. For consumers, there’s nothing more annoying than seeing a great deal advertised, to find out it doesn’t exist in-store. Integrated on and offline strategies are vital, not only driving sales, but keeping customers happy and returning footfall.

With limited budgets, shoppers are seeking value without compromise. Many now spread gift purchases out across many months, so it’s vital for brands and retailers to act smart in thinking beyond single day discounts. We help brands track product performance online, highlighting RRP, SKUs and even marketing compliance. Retailers planning for a profitable peak period, and not just key dates, see the most success.

Merchandising matters

Beyond the sparkle, snowflakes and spectacle, the retail basics have never mattered more. Just like the Grinch, retailers are feeling the pinch, rising national insurance contributions are tightening budgets, leading to dwindling staff numbers on shop floors when they’re most needed. But with footfall about to hit its annual high, this isn’t the time to scrimp on staff.

Lack of staff often results in poorly displayed and empty shelves, leading to inevitable shopper frustration, and they’ll simply spend their money elsewhere. Retailers must work closely with brands to forecast accurately, manage deliveries seamlessly and keep the shelves stacked with festive favourites all season long.

And let’s not forget the people who make the magic happen. Store staff are the vital link between product and customer. Equipping them with the right knowledge ensures they can offer an exceptional in-store experience for customers. By creating positive, informed interactions at the point of purchase, this builds trust and encourages action, making the experience not only easier but more rewarding on both sides of the transaction.

We’ve seen success with brands and retailers that run tailored peak incentives, motivating staff to hit and surpass targets. There’s no better way to do this than a bit of healthy competition, with bonus and training campaigns offering fun rewards. The trick for festive fun is to make it engaging by gamifying targets or learning, whether in-store or through an online platform.

Spectacular in-store activations

Retailers are going to new extremes to draw in shoppers, transforming the high street into a playground of wonder in a bid to maximise footfall. One example in London is John Lewis Oxford Street, launching a ‘Member Lounge’ where shoppers can grab a glass of fizz and have a massage between gift hunts, turning retail therapy into something far more literal!

But magic doesn’t always need a big budget. Even small, thoughtful touches can spark joy, a festive photo booth for capturing memories, a ‘try before you buy’ tasting station, or a gift wrapping service that turns purchases into presents, and shopping from a task into an experience.

Technology is adding its own dazzle. Augmented reality displays, virtual try-on mirrors, and smart lighting are blurring the lines between digital and physical, creating those wow moments you simply can’t get from a screen. And with mobile apps offering tailored rewards that can be redeemed in-store, retailers are making every visit feel personal.

Sustaining festive high-street sparkle

There has never been a more crucial Christmas for the high street. With tightening margins, rising costs and pressure from online retail, physical stores are working hard to draw shoppers in. That said, ‘tis the season of opportunities for retailers, and when done right, in-store experiences remind us of what digital shopping can’t replicate, giving customers reasons to return long after the decorations come down.

To read the published comment by Dan Todaro, Gekko Group CEO, please visit Creative Brief