Why festive store windows are still prime real estate

December 21, 2018 Sanjana Saluja

With their twinkling lights and festive themes, opulent display windows have long been a way for retailers to tempt shoppers in store. JLL Real Views explores why they’re a good investment.

Shopping during the holiday season has changed dramatically in the last decade, with retailers transforming their business models to cater to the shift online.

But amid the tumult, one seasonal tradition has remained constant: Dressing up storefronts with festive decorations.

This year, Bergdorf Goodman on New York’s 5th Avenue opted for an ode to sweet treats. Bloomingdales took a spin on Dr. Suess’ The Grinch. Macy’s in Chicago went with a tribute to the holiday season itself.

The traditions of decorating windows goes back over a century. But the reason is much the same: to encourage customers to pay a visit.

“Window displays are valuable in the corridors that have high foot traffic, like Fifth Avenue in New York City,” said James Cook, who directs retail research at JLL.

Click here to find out why festive storefronts never go out of fashion for retailers.

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