Navigating the Pros and Cons of Seasonal Displays

With fierce competition, budgetary restrictions and constantly changing shopper preferences, it's as challenging as ever to implement an effective seasonal campaign. Consider the following points before jumping into a themed in-store marketing campaign:

1. Contemplate cultural sensitivities. Holiday displays are often designed to resonate with a cultural theme. Take summer holidays like Memorial Day, the Fourth of July and Labor Day. For these holidays, manufacturers and retailers often look for ways to incorporate "American" themes into products or displays.