Taylor-West & Co Optometrists brings the festive fuzzies

Throughout the retail calendar, I’ve noticed that window displays are changed frequently to align with various events. In fact, if you take a closer look, you'll find that each month has its own celebration. For instance, February is Valentine's Day and April celebrates Easter.

Then we have the big celebration: Christmas! This period stands as the pinnacle of importance for retailers. High streets everywhere come alive with twinkling lights and creative window displays. Even though visiting the optometrist may not be at the forefront of the minds of shoppers busy embracing the festivities, there is still an opportunity for increased sales. A well-designed Christmas window isn’t just a seasonal tradition – it’s a powerful tool for attracting customers, building your brand, offering seasonal deals or running promotions and boosting sales. Here’s why window displays are so important, why you shouldn’t neglect them and how you can create a magical display on a budget.

The power of first impressions

Consider your window display as a ‘hello’ to the world – it’s often the first impression a customer gets of your store. Therefore, an attractive shop front can play a key role in driving footfall. In an age where consumers are bombarded by choice, a striking window can mean the difference between a passerby and a paying customer.

The numbers speak for themselves: research compiled by Contra Vision found that window displays alone can boost footfall by 23% and eight out of 10 shoppers base their buying decisions on what they see in-store. So your window shouldn’t just showcase stylish frames but also your expertise, unique approach to eyecare and what other products you’re offering your customers as a gift to others during the festive season.

More than just decoration

Window displays are more than just pretty decorations; they’re a way to communicate your store’s personality and values to consumers. In fact, a study from ScienceDirect pointed out, “Window displays enable retailers to depict a particular image to potential consumers with merchandise that showcases elements of aesthetic, taste or creativity.” For dispensing optometrists, this could mean highlighting your commitment to eye health, fashion, sustainability or even collaboration with your local community.

Good window displays also tell a story and evoke emotion. According to Concept Co, “They attract attention, build emotional connections and drive sales by creating a memorable experience.” During Christmas, your display can evoke nostalgia, joy or excitement, making your store a destination rather than just another shop on the street. Think about the iconic department stores, such as Auckland’s dearly departed Smith & Caughey’s, which stand out for their incredible visual merchandising. In a competitive market where independents are up against larger chains, eye-catching window displays can set them apart.

Christmas displays also present a golden opportunity for sales, with shoppers actively seeking gifts. For optical practices, a creative display can:

• Highlight new collections or exclusive frames as perfect gift ideas.
• Showcase festive offers, such as ‘get a free eye test with every purchase’, which can be transferred to friends and family to attract new customers.
• Reinforce your role as a community hub – especially if you feature local artists, kids’ artwork, or charity initiatives.
  
  

Using unusual methods to showcase frames creates an engaging and visually striking way to grab passer-by attention.

Top tips on festive windows on a budget

You don’t need a massive marketing budget to create a stunning Christmas display. Here are some practical, expert-backed tips:

Tell a simple story. Choose a theme, such as ‘Beachy Eye Wear’ or ‘Christmas at the optometrists’ and tie together a few key products, like your most eye-catching frames. Retail media consultant Colateral recommends using storytelling to engage customers and make your display memorable.

Repurpose what you already have. Get creative, turning spectacle cases, lens cloths or branded bags into garlands, ornaments or gift boxes to add a personal, optical touch.

• DIY decorations. Handmade decorations and clever arrangements can transform a window inexpensively. Paper snowflakes, recycled materials and budget-friendly props can all add that festive touch.
• Keep it focused. Don’t overcrowd your window – make a few ‘hero’ products the stars.
• Good lighting draws the eye, highlights your products and adds a magical sparkle. Even budget-friendly fairy lights can make a big impact.
• Engage the community by inviting local children to make decorations, or run a ‘best Christmas glasses selfie’ competition and display entries in your window. This creates a buzz.
• Keep it fresh. Swap out backgrounds or add new props throughout December to keep your display feeling current and encourage repeat visits. A mischievous Elf on The Shelf could have children bringing their parents back to see what he’s been up to.
  
  

Social media can enhance exposure

When it comes to getting even more eyes on your festive shopfront, don't overlook the role of social media videos. A great example of this is the UK-based independent optical store, Eyecare Merry Hill, whose Christmas 2024 Instagram reel showcased the store’s festive transformation by throwing a ‘bauble bomb’. The reel garnered nearly 5,000 views.

By creating a window that tells your story, and spreading the word within your community, you can showcase your expertise and draw people in; you’re setting yourself up for a festive season that’s both magical and profitable!

Born in Hong Kong and based in the UK, Siu-Yin Shing is a freelance writer and a regular contributor to NZ Optics. She also has an eyewear blog, myglassesandme.co.uk