Where you pitch a major season like Mother’s Day is key to success you achieve from the season. To me, the best placement is that which can be seen by people walking past your business. That is, just inside the door, or out the front of the shop if permitted and possible.
If you can achieve the right location, the next key action is to change the display weekly, so that it is noticed by those who walk past daily.
Hiding a major season display in the store so that everyone walking past cannot see it is a lost opportunity, as is leaving the display unchanged for most of the season.
Going out four weeks out from a major season gives you a better opportunity to be remembered as the go to store when the shopper is ready to make the seasonal purchase. This is why I say be in the best front of store location and why you change the display weekly.
Even in this marketplace of extraordinary competition for seasonal card and gift sales, we can grow if we actively engage on the shop floor, through our buying and outside the business through innovative online marketing.
Sure, it is hard work with actions required every day. The reward is traffic and revenue growth for a season that the majority of shoppers will engage with at some point.