2010 Holiday Season Shows Signs of Increased Sales
November 17, 2010 // Franchising.com // (CARROLLTON, Texas) – As shoppers begin to feel more confident in the state of the economy, FASTSIGNS® sign and graphics centers across the country are preparing to help businesses position themselves to grab the attention of buyers this holiday season.
According to the National Retail Federation, holiday spending is expected to increase this year 2.3 percent over last year. In addition, shoppers won't be limiting their purchases to necessities this year, with an increased number of patrons turning their attention to discretionary gifts, such as jewelry.
"For many businesses, the holiday season is typically the highest grossing time of year. This is especially true for retail establishments," said Drue Townsend, Senior VP of Marketing for FASTSIGNS International, Inc. "People may be willing to spend more this year but competition for the consumer dollar has never been greater—it is important for stores to set themselves apart from the competition with the right signs and graphics."
Townsend explains that Point of Purchase, or 'POP', signage can be one of the most effective ways to communicate with customers as they make their purchasing decision. POP signage includes menu boards, banners, posters—even floor and ceiling decals. According to the Point of Purchase Association, brand messages that create a connection between the product and consumer can help hike sales by 8 percent.
Townsend offers suggestions for business owners looking to create a unique seasonal shopping experience that customers appreciate and expect:
- Festive window clings for storefronts can give customers the feeling that they are entering a winter wonderland or stepping into a structure carved entirely from ice.
- Decals of red and white candy stripes can be used to transform countertops or floors.
- Holiday-inspired standees and displays bring extra attention to specific products and convert unused floor space.
In addition to traditional signs and graphics, Townsend also recommends that store owners consider digital signage solutions to make their business stand out in the holiday shopping crowd.
"Dynamic Digital Signage (DDS) is relatively new, but that novelty factor makes it a powerful form of onsite advertising," said Townsend. "Imagine standing in a crowded mall and you hear a digital display talking to you from a store's entryway. You approach the panel and find that you are able to view the store's specials and product descriptions simply by using the touchscreen. Now, that retail establishment has your undivided attention. Best of all, the signage can be updated once the holiday season has ended and can be used to market new products and promotions throughout the entire year."
FASTSIGNS International, Inc. is the worldwide franchisor for the more than 530 FASTSIGNS centers located in the US, Canada, the UK, Brazil, Mexico and Australia (where centers operate under the name SIGNWAVE®). 2010 marks the fifth consecutive year that FASTSIGNS International, Inc. has been ranked #1 in the business services category, by Franchise Business Review.
FASTSIGNSsign and graphics centers use innovation and technology to make effective, impactful signs and graphics, and to make the sign buying process fast and simple. Centers provide consulting, file transfer, design, production, delivery and installation for a full range of custom sign and graphic solutions. For more information, visit www.fastsigns.com or call 800.FASTSIGNS.
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