The festival season is a time for celebration - exquisite foods, music, dance, gatherings with family and friends, the exchange of gifts and of course, the purchase of new clothes, jewellery, furniture, utensils and various household items. Considering the pomp and show with which Indians celebrate each and every festival, retailers too need to be a part of the celebrations in order to harness the benefits of the festive spirit all year around. The month of October, in particular, is like a bonus period for retail stores and it is specially designated as a ‘festive month’ as the most significant festivals of the nation including Navratras, Diwali, Durga Puja and Onam fall in this month. Sales pertaining to furniture, home decor items, clothing, kitchen accessories, etc. are on a high during this month across the country. As this is the peak selling period for the retailers, they make every possible effort to attract a large chunk of consumers to their stores. Besides discounts and festive schemes, visual merchandising is the prominent concentration gainers of the retailers. 

Perfect ingredients for festive display

A perfect festive display is one which has all the elements of the particular festival showcased in a proper manner. There are few elements, which are customary while setting up stores in a festive mood.  These should be used strategically and advantageously to attract customers. The essentials are as follows:

Lamps:

The use of paper lamps in earthy colours, paper lamps with paisley designs or lamps with a metal finish are the ones that really light up the atmosphere. These lamps are beautifully designed and are low voltage luminaries. Also the fuel storing capacity in them enables them to burn for hours, which is why we see a lot of these being used in stores today. The light emitted by these glorious lamps, makes the approach to the store more inviting to the customers. 

Diyas (Wicker lamps):

The use of diyas is considered very important and auspicious. Painted and decorated diyas are eye catching. Diyas in the shape of gods and goddesses are a new addition to this basket. Goddess Lakshmi and Lord Ganesh have traditionally been popular in the use of decoration in stores but now there are heart-shaped diyas, those shaped like betel leaves and colourful animals too.

Candles:

Floating candles are what are being used the most nowadays. Floating candles in varied shapes, placed in large bowls with flower petals look amazingly pleasant and give a warm feel to the store. The use of scented candles adds in creating the idyllic aroma. High quality wax in the candles enables them to burn for hours, which is an important aspect to be considered by store owners as they can’t keep changing candles every hour.

Rangolis:

Rangolis found either at the entrance of stores or on the store floors are breathtaking. They are found in bright colours and are made by professionals. The common rangoli themes are celestial symbols like Om, mangal kalash, swastika, chakra, a lighted deepak, trident, "shree", lotus etc. Goddess Lakshmi seated on the lotus symbolises renewed life. Other popular themes are natural images like flowers, creepers, trees, fish, birds, elephants, dancing figures, human figures and geometrical figures such as circles, semi-circles, triangles, squares and rectangles.

Flowers:

Another aspect they should definitely focus on is the appropriate use of flowers. Marigold flowers are considered most auspicious and could be used at the entrance of stores. There can also be a light use of flowers around the store.

Merchandise arrangement:

The set ups in stores should change as well. New merchandise should also be at display in line with the festivity. This adds an element of newness to the store. This is important as well because people are looking for something different to be bought. Mannequins should flaunt these new collections and bring to light the highlights of the festive season.

The display windows should illuminate all the festive props.

Also, during the festive period, especially on occasions like Karva Chauth, a mehendi artist could be made available in stores to women who wish to adorn their hands with henna, free of cost.

All these things put together give the apt look to the store, where retailers can give a warm welcome to their customers.

Importance of festive set-up

A festive set-up plays a vital role for every store during the festive season. The impression it gives should be welcoming and warm, which attracts people. Living up to the festive spirit is very important for the store as it gives the impression of being in groove with festivity. Mr Anirudha Mukhedkar, Founder, Restore Solutions says, “The festive season is usually the time when people purchase new things. Stores need to ensure that "new" stock is available. Proper care is taken in the merchandising and display of these new items. And most importantly, the store must look at ways of connecting with the shopper.” A festive spirit can surely liven up anyone. Ms Sandra Daniels, General Manager, Marketing, @Home says, “It is a buying time and more people come to the stores. A festive set up puts everybody into a festive mood and they are happy to be at stores.” Festive displays surely play a vital function, which cannot be sidelined.

Design attracts shopper

Most of the stores will be holding sales, giving good deals to their customers for the festive season. People prefer to go to stores that bring to light the festive mood. Mr Mukhedkar tells, “The primary role for VM will be to inspire shopping and create a look and feel that helps the place stand out as different from competition.”  Agreeing, Ms Daniels tells, “If you communicate the fact that you are part of the festivity and are giving interesting offers, people will definitely be attracted.” A festive set up also helps retailers to connect with the customers in a better way. Commenting on the same, Mr Balvinder Singh Ahluwalia, President, Koutons Retail India Ltd says, “It definitely creates a good connection with the customer. It helps our customers to connect with the brand on a more emotional level.” So a festive set up definitely attracts more people, thereby helping in raising sales figures as well. Focussing on the increase in sales because of the set-ups, retailers are now taking extra initiatives to adorn their stores to bring in more crowds.

Theme this season

The theme this season will definitely be different from last year’s.  All retailers will try to bring in new elements to diverge from the theme that was used in the previous year. Ms Daniels tells, “We would definitely have a festive theme and we will be decorating all our stores. It would be different from what we did last year. We will create a warm, homely atmosphere just like festivity at home.” Star Bazaar will join the festive wagon with a month long Diwali Carnival. Star Bazaar stores will be decorated with a huge arch at the entrance, depicting the festive theme. The stores will wear a festive look with colourful danglers, streamers and posters to celebrate the festival of lights.  Shopping at Star Bazaar will be a complete family experience during Diwali. The families can get their instant photographs clicked free of cost at the store on particular purchases. Star Bazaar has also planned four different promotional schemes during the weekends. Children will have a bonanza at Star Bazaar as magicians, mehendi, caricature and tattoo artists entertain them at the store. For Koutons, Mr Ahluwalia tells, “The theme of the store depends on the festival. For Diwali we make beautiful rangoli patterns and light up the stores with diyas. This helps us connect with our customers in a better way especially if it’s a local festival, since the festive ambience attracts the locals to the store and makes their shopping experience even more memorable.” The themes may vary and be different but the spirit of celebration will be on a high as always!

To sum up, we should go by what Mr Mukhedkar says, “VM has a huge role to play. With the right design team, a VM exercise can help create a positive predisposition towards shopping. Leverage the general "good mood" with an air of positive energy that helps loosen shoppers' purse strings.” So all retailers should gear up and create the perfect ambience this festive season and perk up their sales by utilising this tool.