The Art of Effective Visual Merchandising

THE ART OF EFFECTIVE VISUAL MERCHANDISING

By Pat Shirley-Becker AIFD TMFA

Professional Certified Florists’ Program

PUBLISHED BY Texas State Florists’ Association PO Box 170760; Austin, TX 78717 For Information: 512/834-0361 Copyright 2013 Texas State Florists’ Association PO Box 170760 Austin, Texas 78717 United States of America

Revised 08/13

All rights reserved, including the rights of reproduction and use in any form or by any means, including the making of copies by any photo process, or by any mechanical or elecronic device, printed, written or oral, or recording for sound or visual reproduction or for use in any knowledge or retrieval system or device.

2 The Art of Effective Visual Merchandising

Course Outline

I. Introduction II. Conveying Your Message Through Your Store Design and Layout III. Always Plan Your Displays First IV. Forecasting and Creating a Display Calendar V. Selling — The Ultimate Object of Display VI. Presenting Merchandise Like a Story VII. The ABC’s of Effective Visual Merchandising VIII. Elements and Principles of Display IX. Additional Aspects of Display X. The Concepts of an Effective Window Display XI. Display Pointers XII. Merchandising XIII. Color in Visual Merchandising XIV. Lighting Display Areas XV. Signage XVI. Summary

I. INTRODUCTION

Visual Merchandising is the art of displaying merchandise in a manner that appeals to the eye of the consumer. It sets the context of the merchandise in an aesthetically pleasing fashion, presenting the product in a way that would bring the window shoppers into the shop and turn them into customers/buyers of our products. Visual merchandising includes window displays, signs, interior displays, and any other special sales promotions.

The retail floral marketplace is continually growing, expanding and changing. Competition is fierce; therefore, a florist must use many strategies to attract customers. Visual merchandising (display) is the most inexpensive way to attract those customers. In compari- son to the costs of other forms of advertising, visual merchandising is a bargain. When creatively and professionally executed, window and in-store displays will be more effective than costly advertising campaigns.

The success of many retail businesses can be attributed to the mood or atmosphere created by exterior, window, and in-store displays. They encourage relaxed and thoughtful displays. Customers return to those shops just to see what is happening or what is new.

3 The ultimate goal of any retail florist is to sell products or merchandise as quickly and easily as possible. In order to achieve this goal, customers must be attracted to the shop, and to the merchandise. The setting, placement, color, lighting and mood used to display products collectively are known as visual merchandising. The florist must have a clear idea of the image they wish to portray.

A commitment to a year round display effort is necessary to achieve results. This requires much more thought and effort than lining up products on shelves. It requires understanding of display types and principles, fixture materials and options, and prop construction and placement, along with a variety of other details. Creative and exciting visual merchandising “connects” the customer to the salesperson, so that the stronger the “connection”, the greater the number of customers that will end up at the sales counter.

The purpose of visual merchandising is to:

• Make it simple for the customer to locate the desired merchandise • Make it easy for the customer to make a decision • Allows the shopper to coordinate and accessorize additional products • Highlight and demonstrate particular products at strategic locations

II. Conveying Your Message Through the Store Design and Layout

One of the most important communications you have with customers is through your store design and layout.

Remember, you only have one opportunity for a first impression of any window display, so this must be in complete harmony with your strategic framework. If they are not, you have wasted much of the time you spend developing a vision of your business. As a retailer, you must send a clear message to your customers. The store front and window display must be on the same wave length. If you are selling moderate priced merchandise, your storefront should reveal this feel. Should you be planning an upscale look and higher priced merchandise, this too should be conveyed in the overall design and display of your store.

Space is one of the most costly items in any business and it should be utilized to use the maximum sales return per square foot.

• The minimum average dollar return per sq. foot is determined by dividing the total cost of doing business by the number of square feet owned. • Good visual merchandising is the means by which your sales productivity and dollar return/sq. ft. will be significantly increased by better management of space in a con- trolled and appearance enhancing manner.

A major factor determining whether customers will return to your store is how enjoyable and efficient they find the shopping experience. This begins with layout. our Y store design should make it easy for customers:

• to get in • get around • and check out

4 For this, you will need to have:

• logical aisle patterns • locations for merchandise • service and support areas

Developing a clear vision of your business touches on some of the most important aspects of store design and layout. Pay particular attention to the following factors:

• The exterior should be inviting, with display windows that indicate to customers what your store is all about. • Change window displays often. Windows displays send a clear message of your professionalism. They communicate style, content, and price. • Outside signage should reflect the feel of your business whether contemporary, trendy, traditional or garden style setting and be very easy to read. • The most productive merchandising area in your store is a 20 foot semicircle just inside your front door. This area should be open and inviting. • Silent salespeople: 1. In-store displays can dramatically increase your sales. It is important to keep these tidy and reorganized regularly. 2. Merchandise signs are also “silent salespeople”. They help customers make informed buying decisions by adding to their knowledge of your products and services. At a more subtle level, signs also make customers feel smarter, help them make decisions faster, and let them know that they are making good choices, and thereby eliminating buyer’s remorse. • In store signage is important: Research has shown that signage can make a huge difference in selling merchandise. Consider the following data: 1. Adding a selling-price sign to a display can increase sales by 24 percent 2. Adding a descriptive or benefit sign to regular-priced merchandise can increase sales by 33 percent 3. Adding a benefit sign to sale merchandise can increase sales by 49 percent 4. Sales increase with the size of the sign especially when a printed sign is used instead of a handwritten sign • Consistent, professionally printed or desktop published signage changed often, will keep the look of your store fresh. • Any in store posters must also fit your message. • Walls are extremely powerful merchandising areas because you can display vertically. • The width of the aisles in your store should reflect both the scale of the store and your customer traffic. Industry standards suggest no less than 4 foot wide aisles. • The ceiling height should be as high as possible and unobtrusive so as to draw attention to the displayed merchandise. • Fluorescent lights are great for economy but incandescent lights are by far the best for lighting merchandise. Additional track lighting is good for important display areas. • Floor treatments should be easy to maintain and clean.

III. Always Plan Your Displays First

Before actually setting up your display, plan it carefully. To plan, most visual merchandisers’ put their ideas and thoughts on paper and prepare sketches.

5 This way you know exactly where the various props should be placed and the effect they will have. This will also save quite a bit of wear and tear in moving items from one corner to another. Good results can only be assured through thoughtful preparations.

• UNIFORMITY OF THOUGHT Only one central theme per vignette or display area • HARMONY In color and form • PROPS Use those, which are in proportion to the area, space, and designs • AVOID MONOTONY Use contrasts in rhythm, in color, line and form Use colors that fall in line with seasons • LOCAL/NATIONAL NEWS Tie in displays with local or national events • SPACE Never crowd a display or vignette full of product. Always leave space around each item to show the merchandise to its best advantage • MAINTAIN CONSISTENCY Do not mix styles or trends, i.e., ultra-modern with traditional • SIMPLICITY Limit the number of competing elements in the display • REMEMBER THE PURPOSE Avoid anything that might distract from the Sales Message

IV. Forecasting and Creating a Display Calendar

Few departments in any retail store have the natural appeal and attraction of a Profession- al Retail Florist – when the product is well merchandised. Spending a little time visiting other retail establishments will give you information on specific aspects of the competition that customers see every day. You will come back with a lot of ideas that will help clarify your vision of your business. The contrast should be evident. Flowers, plants, and related floral items are always an inviting product.

The appearance of floral merchandise itself is the most important factor in creating an impression that will attract customers. This is why proper maintenance of fresh and perma- nent displays is so very important.

It is important to give close attention to holiday merchandising. The amount of merchandise sold during the holidays varies greatly from those sold in a normal week. Make sure displays are kept full and changed frequently, as many customers are often in more than once during holidays.

V. Selling — The Ultimate Object of Display

Although the display settings may not be sold, they represent what the customer envi- sions. People buy what they see. They want to inspect closely the plants and designs in the vignette/ display and determine if there is something of value and interest.

6 The ideal display is one that every customer would like to check out with. The display is the object of and the point of sale. If a display cannot appeal (as if to be sold [as is]) or with minor changes, it should NOT be a display.

The real strength of display lies in the correctness of its arrangement and in the sound- ness of its business principles. A good display should:

• Attract the attention of the consumer • Arouse their interest • Create desire • Win the confidence in the company’s ability • Create a decision to make a purchase

These five steps form a coordinated psychological chain. If any one of these links is miss- ing or ineffective, the results will often be disappointing.

VI. Presenting Merchandise Like A Story

A good way to get more customers into your store is to present the merchandise as if your store were telling a story: You need to give your “performance” a beginning, middle, and an end.

• THE BEGINNING IS THE STORE ENTRANCE: It sets up the story; creating expectation in the customer’s mind. With the goal of making an appropriate first impression, the entrance should say something specific: we are cool, sophisticated, “green”, or whatever message you wish to portray. Instead, many stores launch right into: “This is what we have to sell”. This should also entice/ hint, and tease so that customers want to see the wonderful things that await them inside. Display windows are especially useful because they can showcase an article, a season, or a special offering.

• THE MIDDLE IS THE INSIDE OF THE STORE: In most cases, display should start gently because most customers will need few seconds to orient themselves after coming through the entrance. A single, clear message – a “powerful display” perhaps – will have a far better chance of engaging customers than will a dozen racks of product. Past this point, most stores should take the time to give information about their products, rather than just displaying them. In terms of product presentation, the best way is to lead your customers on a journey through the store. And since every good story contains small twists and surprises along the way, you should provide a visual destination at the end of every aisle.

• THE END OF THE STORY IS THE CASH AND WRAP, THE CLIMACTIC FINALE: This area provides an opportunity to convey subtle messages without any hard selling. As well as displaying any obvious impulse items that your store may carry, you might want to install a TV monitor somewhere above eye level to share your design items, party work, wedding ideas and seasonal specials. Customer’s whose minds are occupied by motion and graphics are less likely to become bored during the final step of the sale.

7 VII. The ABC’s OF Effective Visual Merchandising

Following are 26 ways to pack more stopping power into your visual merchandising. In alphabetical order, these A – B - C’s are:

• A — AWARENESS: Of all the concepts of visual merchandising, awareness is often the most neglected. Retailing today is alive with examples of innovative merchandise presentation. The professional florist is always seeking new ways to attract customers, to communicate with them, and to stimulate them. BEING AWARE OF WHAT OTH- ERS ARE DOING AND WHAT IS GOING ON IN THE WORLD IS PERHAPS ONE OF THE MOST IMPORTANT AND VALUABLE AIDS TO GOOD VISUAL MERCHANDISING. To be successful, I believe that every retail florist needs to add value to its products by adopt- ing one of three basic strategies: offering the greatest assortment, offering the lowest price, or offering the best service.

• B – BUILD A BRAND: It is important to build a reputation for your store with your name and product. Create a certain look that sets you apart from your competition! Develop window displays that communicate your style. An example, carrying unusual plants, flowers, or products and merchandising it as if it is unusual, high end, creative, etc. will repeatedly draw the consumer back again and again. Realizing that brands are one of a stores’ most valuable intangible assets, branding should be a top priority.

• C – COLOR: In floral design, color, as an element of merchandise display, is of paramount importance. It has proven to be one of the strongest forces in display. It is an invaluable selling tool.

• D – DEPTH: Is related to space in displays. This is especially applicable in window display. It is important that merchandise within a display be placed both forward and back in order to prevent the display from appearing flat.

• E – EDUCATION: Reading current industry periodicals, attending conferences and con- ventions which provide information on business and “how to” programs, creating and implementing the latest trends in visual merchandising and display, and networking with successful florists, will make it easy to get ahead.

• F – FOCAL AREA: Is synonymous with the concept of a focal point in a floral design. The focal area is intended to attract attention and create interest surrounding merchandise. Displays may have one or more areas of emphasis.

• G – GREEN: Going green means to become as environmentally conscious, as possible, in all your decisions; to inspire consumer responsibility, lifestyle choices, and individual actions that result in positive impacts on society and the environment. Sustainabil- ity has become one of the most intriguing concepts to emerge during the past decade.

• H – HARMONY: Defined as the pleasing and unified agreement among all parts of a display. This is achieved when the fixtures, props, and merchandise in a display are all similar in appearance, feeling and theme.

8 • I – Identify: Once you have identified the sales potential of each square foot of your store, you should place the merchandise classifications with the highest sales and gross margin rate per square foot there, which is normally about ten feet inside the entrance of the front door.

• J – JOURNAL: a photo journal should be kept during a calendar year of window displays and visual merchandising of products. This guide will help in forecasting the future. Dates and themes of window displays will be noted during seasons and special events, placement with in the shop will be noted, costs and products used to create the displays will be logged. Merchandising and location of displays can be planned for the future. This will help in planning and executing timely visual merchandising when all information is placed in the future calendar. The shop will be adequately prepared for each New Year.

• K — KALEIDESCOPE: Seeing multiple reflections — generational findings

1. BABY BOOMERS (1946-1964): Boomers are heading into retirement and in general are satisfied with their life choices. It was this generation who displayed the most significant appreciation of flowers (primarily mixed flowers), so it should be the easiest to market to this group. They have the highest expectations of florists and can view the cost of flowers as a purchase barrier. Interesting, boomers are most likely to use the Internet to send flowers outside of their area.

2. GEN X (1965-1980): Gen X are the so-called “slacker generation” and are now parents and have families of their own. Family is indeed most important for this generation and as a result their financial situation can be challenging as they try to balance their needs and those of their family with future plans. In addition, this generation has a desire to be self-sufficient. They are savvy consumers and are most likely to purchase flowers over the internet, yet they also understand the pit falls of technology. They are the most “time-starved generation, often juggling career and family obligations, but they maintain a strong commitment to work-life balance. The pick-me-up flower message and home décor options make sense for this demographic. Make it easy and convenient!

3. GEN Y (1981-1994): The floral industry’s next age group of customers and the most challenging floral consumers. This generation is just beginning their adult lives and facing lots of firsts: their first home, first job, and most importantly, first independent income. They are trying to find the right balance between spending for necessities and spending for entertainment. This generation is concerned not just with function and utility, but also style. They are the tech generation, having grown up with the Internet and cable television; yet remain excited by new forms of technology. They embrace traditional values and crafts but at the same time, want to put their own personal, modern twist on everything they do. Gen Y has yet to fully develop its appreciation for flowers. As an industry, we need to encourage this age group’s emotional appreciation by being relevant to their lives and offering opportunities to engage with flowers more often. With all the new competition for mindshare, the floral industry needs to use “their” media to reach them in ways that resonate with this exciting audience.

• L – LIGHTING: Primary lighting is the basic lighting installed in the shop for overall space lighting. This includes the outdoor sign, entry lights, work area lights, sales floor lights and storage lights.

9 Secondary lighting is used to enhance the dull, monotonous overall primary lighting of a shop. This includes accent lighting, such as chandelier wall sconces, and recessed lights. It is used to make a shop appear more interesting and inviting. Without secondary lighting, a floral shop may seem harsh, institutional and dated.

• M – MOTION: Movement is an interesting and effective element of merchandising a display.

• N – NETWORKING: Keeping in contact with other successful florists, allows the sharing of information. This too can relate to the use of merchandising. The interest in building a prop, creating a window display, or painting a vignette wall can be sparked by a suggestion from another creative conversation among a group of florists.

• O – ORGANIZATION: Is necessary in carrying out all phases of visual merchandising. Steps include: Theme chosen, sketches and rough draft of ideas presented, details reviewed, props assembled, designers assigned, merchandise gathered, display created with continual maintenance daily.

• P – PROPS: Will create ambience or a mood within a display area. These items might include furniture, pedestals, fabric, and risers. However, props and accessories should never overpower the merchandise being sold.

• Q – QUALITY: What you will strive for in your visual merchandising and display.

• R – RHYTHYM/REPETITION: REPETITION strengthens a display by unifying its various components and RhythYm consists of the devices employed in merchandising to guide the eye throughout the completed display.

• S – SCALE AND PROPORTION: Scale is the size relationship of a display and its components to their surroundings. Proportion: is the pleasing relationship between the sizes and shapes of display components.

• T – TECHNOLOGY: Of course, technology is extremely important in every sense of your business. The use of computers for cash drawers, credit card readers, scanners, and printers, point of sale (POS) programs, customer data base programs, and accounting programs is absolutely necessary to keep up with today’s information. Also important is creating professional signage for all merchandising displays. This can be done in- stantly, with a computer, as needed, and in multiples for very little cost, without going outside the business to a professional printer.

• U –UNITY: In display, unity is achieved when a combination of harmonious objects is arranged in proper scale to the display space. In other words, a unified display looks complete and pleasing.

• V – VIGNETTE: An example of an artistic display, in which a portion of a realistic setting is depicted, with the use of appropriate fixtures, props, and related merchandise. Displays of this type used throughout the shop help create a boutique-like atmosphere.

• W – WEBSITE: 1. The Internet is extremely different from print advertising in that space is less expensive, your advertisement is accessible for a longer period of time, the content can be changed without having to ask someone to do it for you and you can potentially reach a wider audience.

10 2. Your store is virtually open around the clock and your potential customers can visit your website whenever they like. 3. Your customer can see in-store displays, a selection of arrangements, green and blooming plants, holiday decorations, specials or store information at any time day or night. 4. By offering this convenience, a point of reference and that touch of individualized customer service, you ultimately add value to what you offer and your customers experience a higher level of satisfaction.

• X – MARKS THE SPOT: of YOUR LOCAL FLORIST!

• Y – YOUTUBE: is a video sharing website, on which users can upload, view and share videos. This is an excellent way to share “a how to” video, such as how to pin on a bou- tonniere or a wedding corsage or how to re-pot an African violet. You can also guide them through your cooler full of fantastic holiday selections!

• Z – ZEALOUS: In merchandising and window display. Frequently changed display areas present more merchandise, more messages, and more opportunities to purchase for the consuming public. The idea of a visual presentation is to be unique and sell the product.

VIII. ELEMENTS AND Principles of Display Display is a business activity which supports sales. As such, it is of vital importance to be successful, and be profitable retail floral shops. In order to sell goods and services, an -im age, ideas, and general acceptability of the floral shop, all principles and elements of floral display must be utilized with both artistic and practical creativity. Certain fundamental principles and elements of display exist as they do for most art forms. They should be used as guidelines or coordinates to ensure effective visual merchandising. An understanding of these principles is imperative for the retail florist who is seeking to become adept at shop display. They are an integral part of the total sales promotion plan of the shop. When successfully implemented, these rules of display help ensure that the presentation of merchandise is satisfying to customers and that it produces sales. The principles and elements of display are defined and presented from the stand- point of visual merchandising rather than floral design or other art forms. • BALANCE — in display, is the distribution of weight, whether actual or visual, between two sides of an entity. The balance (including shapes, colors, object placement, etc.) may be symmetrical (formal balance) or asymmetrical (informal) balance. • SYMMETRICAL BALANCE is formal — creating a picture of stability and most often used to depict a shop’s image of traditional and conservative ideas. • ASYMMETRICAL BALANCE in display is informal. It is interesting and pleasing to the viewer and is excellent for promoting unusual merchandise. • EMPHASIS as a principle of display, is an impact area or an eye-catching area of display. It is intended to attract attention and create interest in surrounding merchandise. • SPACE is important in displays to prevent the props, fixtures, and merchandise from blending together into a confused mass. The focal point of display, for example, must have space around it in order to capture attention. Displays which attempt to show multiple types of merchandise may often appear cluttered. When only two or three types of products are selected for a display, it is easier to provide the space around them needed to create a neat, organized appearance. • DEPTH is related to space in displays. This principle is especially applicable to window displays. It is important that merchandise within a display be placed both forward and back in order to prevent the display from appearing flat.

11 • SCALE is the size relationship of a display and its components to their surroundings. The size of a window or display space determines the scale required for a display within. • PROPORTION is the pleasing relationship between the sizes and shapes of display components. Good proportion is achieved when display fixtures, props, and merchandise are all of similar sizes. • RHYTHM as a principle of display consists of the devices employed in merchandising to guide the eye throughout the completed display. It is a continuous visual line that flows through the display without interruption. • REPETITION strengthens a display by unifying its various components. • PROGRESSION OF SHAPES is the use of shapes or objects in different sizes of merchandise. • CONTINUOUS LINE MOVEMENT Curved or zigzag lines can be used to provide a path for the eye to follow. When viewed by the customer, these objects are connected to form a continuous line which causes the eye to dance about the display following the rhythm of the line. • HARMONY may be defined as the pleasing and unified agreement among all parts of a display. Harmony is achieved when the fixtures, props and merchandise in a display are all similar in appearance and feeling. • LINE is a very important aspect of display. You may use any/all forms of line in visual merchandising. 1. Vertical Lines 2. Horizontal Lines 3. Diagonal Lines 4. Curved Lines 5. Zigzag Lines All lines mentioned above may be used together or separately. Lines may contribute to emphasis; when used together, they are very important to the achievement of harmony. When these lines are in opposition, they may create strength; when complimenting each other, they may create unity and completeness. • SHAPE is a second means of creating harmony in display. The repetition of shapes is used to express both rhythm and proportion in display. The use of similar shapes spaced at regular intervals will add strength and impact to a display. • SIZE refers to the physical bulk and dimensions of an object. Harmony may be achieved within a display by keeping sizes consistent. • TEXTURE is an aspect for creating harmony relating to an individual’s sense of touch. This sense may be experienced either physically or visually. • UNITY in display is achieved when a combination of harmonious objects is arranged in proper scale to the display of space. • THEME is the underlying message or motif presented in a display

IX. ADDITIONAL ASPECTS OF DISPLAY

Display elements are the components used in the process of assembling window and in- store displays. They are the ingredients which can be mixed in a multitude of combinations to create the desired effect or communicate a theme.

• MERCHANDISE is the most important element in a display. Proper display of selected merchandise will showcase the products.

• VIEWPOINT Displays must be assembled so that they appear correct from the viewpoint of the observer. This is especially important in window displays which are often

12 raised and/or viewed from long distances. The customer’s perspective must be kept in mind and merchandise and props angled appropriately for easy viewing. When creating both window and in-store displays, it is important to remember that a viewer typi- cally “reads” a display in the same way that one reads a book: left to right, top to bot- tom. A customer driving by your shop has only 11 seconds to view the window display. Detail is hard to see and therefore, the most important items must be large enough and clearly defined items to make the statement to a potential customer. Also, if a customer is any distance from your store window, it is also hard to see anything but the focal point of the store window.

• COLOR in floral design or color as an element of merchandise display is of paramount importance. Skillfully applied by an experienced, informed florist/decorator, color can breathe life into displays. It can set tone and mood. Color has proven to be one of the strongest forces in display. Color is what most customers relate to first.

• MOTION is an interesting and effective element of display, which can be quite helpful in attracting and holding the interest of viewers. A variety of mechanisms can be used to generate movement in displays. 1. Battery-operated or electrically generated turntables and motors are available from visual display houses to assist in creating movement. 2. Wind-like movement can be created by the use of small electric fans. 3. Waterfalls and fountains are always fascinating and provide the added benefit of sound.

• PRICE TAGS are important display elements, because they communicate messages and provide information to customers. They are a must in the sales area. All merchandise, whether in artistic or selling displays, should be priced clearly. Do not hide your price tag. If not the first, price is the second consideration of most customers after good quality. Make it easy for the customers to find the price even without the as- sistance of the sales staff, by putting the price tag in a highly visible and expected spot. Place the price stickers at the upper right side of the items because eyes are naturally drawn to this area. Avoid covering the important text and icons of the packaging with your price stickers and make sure that the price stickers are properly placed and not slanted. If the glue on a price tag will affect the product, find another way to attach the price tag such as string/ribbon or stakes/card caddies.

X. CONCEPTS of an Effective Window Display

The primary purpose of window display is to stimulate sales. To be successful, a window display must accomplish two things:

• it must create the desire to purchase the goods displayed • it must act as an invitation to the customer to visit the area which sells the goods, from which he/she can make a selection

By the nature of the display and the quality of the merchandise or product shown, the policy of the store is set forth with the same degree of individuality that marks the stores name or owner’s signature.

Store windows are in reality huge mirrors that reflect the type and style of product sold in the store. They also give an insight into what to expect in the way of service and general customer relations. It is easy to understand why window display has become an integral part of visual merchandising.

13 Only in window display does the element of time work so strongly on the side of the store. Displays, whether window displays or interior displays, tell the customer that here is the product and now is the time to buy. Like every performance and special event, window display has its concepts that make the show successful!

• MERCHANDISE — this is the most important aspect of window display. The merchandise is what makes the money for your store. Classification of merchandise 1. Best Seller 2. Impulse items 3. Seasonal and trends 4. Specialty items 5. Advertised items 6. Browse items — not to be used in window display 7. Basic stock and Problem stock — not to be used in window display

• PROPS — The support of the merchandise. The props should not take priority over the merchandise/product, but enhance its worth and be the first thing in your window display customers notice. In the event, the props are more effective to the eyes of the audience; make sure that you can find a way to direct viewers’ eyes into the merchandise. Motion and direction are good techniques to achieve this purpose. Props can be classi- fied as functional (stands, panels), decorative (mirrors, flowers, sea shells) or structural (boxes, cylinders, spheres)

• LIGHTS — Without lights, your window display lacks visibility or clarity of your product. The random and wrong application of lighting in a window display will cause visible confusion and difficulty in finding the focal point (merchandise) in the display. Lighting for your window display can be over all lighting, such as fluorescent lamps, accent lighting like spot lights, and/or atmosphere lighting such as colored lights. It is important to make sure lights are all working to keep your display exciting during the evening hours, too. Lighting is perhaps the least understood and one of the most important elements of window display.

• SPACE — Contains the length, width, and the height of your display area. This is where all the above elements come together and your window display showcases the merchandise you want to sell. Fill the space, but do not overcrowd! XI. Display Pointers The multitude of display principles and elements listed here are sometimes too numerous to remember while constructing displays. Although desirable, it is not always feasible for display work to be completed in a slow and organized manner. Whether designing displays quickly or step-by-step following a plan, the following pointers will help keep major display concepts in mind. • Window display should be planned in advance. • Displays should be kept simple. • Seasonal merchandise should be featured. • Lighting, color, and movement should be planned carefully. • Human interest should be created. • Related articles should be grouped together. • Necessary items should be assembled before creating a display.

14 • Windows should be kept clean inside and out. • Displays should be changed often. • The main purpose of displays is to attract attention, create interest and desire, and sell merchandise. • The eye should be able to find a focal point easily. • The number of competing elements in the display should be limited. • Displays should have one dominant motif; all other ideas in the display should be sub- ordinate to it. • Display props and materials should have some connection with the exhibited product. • Display props and materials should not be allowed to take up most of the space or the best space in the display. • Anything that conflicts with the sales message should be avoided. • Colors appropriate to the season or current market trends should be utilized. • Only those display units that can effectively present the arrangement or merchandise should be selected. • Units should not be placed in areas that block the flow of traffic. • Displays that draw attention away from the merchandise to be sold should not be used. Display units of strong colors may overshadow the merchandise. • Proper lighting should always be used. • Display units should allow the customer to see, as well as inspect, the products on display. • Open-backed window displays should be attractive from both inside and outside the shop. • Clutter should be avoided. • Window display lights should be kept on after the shop is closed. • Merchandise should be displayed in settings which show how the products are intended to be used.

XII. Merchandising

For promotions and advertised specials — Christmas, Easter, Mother’s Day etc. — mass displays are suggested. What is a mass display? It is any large display of a single item, which makes customer say, “Wow”! Ordering a large quantity of Boston ferns and plac- ing them at various spots throughout the selling area is NOT mass display. They must be massed together in one location for impact and properly identified with signs and pricing.

The first effect of a mass display will be on the sales personnel. They will be proud of the display and find themselves approaching customers with a positive frame of mind. The second effect is on the customers. The mass display will catch their eyes as they pass by. The quality alone will relate to the customer that there is value in this product or the store would not have so many. The pricing will confirm this value. The psychology of “I had better get one before they are all gone” takes over and the sale is eminent.

Mass displays also perform a service for the consumer. They reduce concern and confusion over “What should I buy?” by making the decision easier. The customer will immedi- ately sense that here is one of the best values in the store.

Knowing the Hot Spots Retail florists should know what locations in their shops sell the most products and they should use these locations to their advantage, such as displaying fresh weekly specials. Using hot spots effectively will help you tell your story by directing the flow of traffic and focusing on the areas where customers will tend to stop. Signs, graphics, and lighting can help to direct your customers’ eye and lead them to where you want them to go.

15 Grouping Merchandise Grouping the items in your store into departments is another important point to ensure the success of your retail business. A department is a grouping of merchandise that can stand alone as a “specialty product”. As you think through the selection of merchandise you offer in your store, it is a good idea to keep the number of departments under control. Each department should account for a least 1 percent of your business. Some successful stores have only one, while most have three to four departments. You will learn buying habits and customer preferences when you track your sales by department. The word “department” refers to a grouping or assortment of merchandise. Your customers will define the departments in your store by the way they shop.

Fixtures Position the fixtures in your store based on traffic flow and sightlines. You should place them where they will not impede traffic flow, allowing customers to move freely throughout the store. At the same time, fixtures should not block sightlines to other parts of the store or create hidden areas that might encourage shoplifting. Present the most important merchandise at eye level, the optimum height that allows customers to scan it visually. Customers will not buy what they do not see, so you need to place the high-profit articles where they will be noticed — and make sure you aim appropriate lighting directly at them.

Props and Merchandise All displays should make a statement. They need to be exciting enough to attract consumers to specific merchandise. Props help create the basic themes that assist displays in making statements. Props create an ambiance or mood within a display. Different moods can be created by using various combinations of furniture, pedestals, fabric and backdrops. A variety of vignettes can be created with an assortment of props and accessories. However, props and accessories should never overpower the merchandise being sold. The merchandise should be the element that creates the excitement within the vignettes.

Props and accessories can be obtained in many ways from various sources. They can be: • Purchased • Leased • Borrowed • Built Furniture can assist in creating atmosphere with in a display. • Tables • Chairs • Bureaus • Desks • Painted or stained unfinished furniture • Antiques • Book cases

PEDESTALS are a type of floor stand used to display merchandise. Available in all shapes, sizes, colors and in almost every décor, pedestals are more affordable and flex- ible than furniture. You should be certain that any pedestal used a in display is solid and stable.

BACKDROPS AND WALL FINISHES are used to separate window areas from the sales floor area.

16 FABRIC can be used in many ways within a display. It is the most versatile and potentially one of the least expensive, types of material available to the florist for prop and acces- sory work.

ARTWORK, PAINTING, AND SCULPTURE can be used effectively as props to enhance artistic displays. Theme or color-related merchandise can be accessorized with artwork.

FOAM BOARD is lightweight and versatile and can be used in much the same way wood sheets are used. It is easily painted, cut or shaped for background display, or highlighted shapes within a display.

PAINT is an integral part of display and prop construction. A florist must know whether paint is oil based or water based in order to use properly. Clean–up for each differs; know these differences. Be aware that if using paints as background in window displays or areas with direct sun, that fading may occur. Repainting a prop can easily change the feeling from spring to fall or pastel to bold. Often using a primer over an old coat of paint will insure the true color you have chosen for the new coat.

FLORAL SPRAY PAINTS are very versatile in the creations of props and accessories.

Elevation, Separation, and Risers • Elevation and separation provide greater visibility for merchandise and allow for better usage of valuable selling space. • Stimulates interest and improves the appearance of display. • Allows space for merchandise to “breathe”. • Lends definition to color and design of merchandise • Provides and produces emphasis

The term “risers” applies to any item used in a merchandise presentation to achieve elevation and product separation. Hence, risers form the backbone in visual merchandising and one would be hard pressed to produce a productive and interesting presentation without them.

Risers provide improved visibility of merchandise, separation of color and design and at the same time allow product emphasis where required. Risers are the means by which line can easily be implemented in any display.

The natures of the risers are as varied as your imagination. They can be an assortment of lifts which blend into the background, thus allowing only the merchandise to be shown (or they can reflect the mood or theme of a display). Risers should be reasonably inexpensive and easily changed in appearance so as to allow greater versatility of application.

The ideal situation in visual merchandising is for the merchandise to be used as risers to present related product i.e., flower pots make excellent risers. This technique allows double selling exposure, making the presentation more sales productive.

Good risers are: • Inexpensive • Versatile • Interesting

17 Make the Right Turn with Merchandising Between 70 and 90 percent of people are right-handed, according to recent studies. They move, look and grab items from the right. Are your displays catering to this?

• Flaunt your “must buy” products on the right side. Just get in some irises or orchids? Make them a first focal point. Trying to clear out old merchandise such as patriotic trinkets? Stick your heavy markdowns in this highly visible area. • Keep their hands free to shop. Make browsing/grabbing a cinch by offering baskets just to the right of your shop’s entrance. For product that won’t fit in a container (or may get damaged while shopping around the store), offer to hold it at the register. • Create comfortable traffic flow. Arrange your floor plan to mirror the customer’s natural walking path, bearing right. Keep aisles clear and place merchandise along your stores perimeter, where righty’s eyes instinctively go.

Strive For Variety and Frequent Change In-store displays should be changed often and should remain no longer than 20-30 days. Customers are in and out of your store often…or should be. In order to maintain their attention and interest continually, we must strive for different displays as often as possible… not only during major holidays, but especially between seasons, when we want or need to sell more flowers. Sometimes, just re-locating product in another area of the store can make a difference in sales.

All hard goods in your shop should move in 90 days or less. Any merchandise not sold in those 90 days is “dead” and should be moved at a sale price. It is too costly, in todays economy, to store seasonal merchandise and should be cleared at the end of the season.

Window displays should be changed OFTEN! This does not mean you must change the entire window, but change something major. Remember, “your window” is your window to the customer…it is your image, it is your personality and it is your style.

Be creative and use your imagination. Display props are not as difficult to obtain as you might think. Many of them can be made in your own shop using foam board, Syrofoam, and other simple materials.

Display Ideas Each season or holiday should be reflected in new displays. Displays should be changed regularly so that customers will want to visit the shop often to see what is new. Some- times, despite the most thorough planning, florists run out of ideas for special window and/or in-store displays.

Sample Window Display Themes:

• During the Spring: Budding Branches, Return of the Robin, Easter, Carrots Caper, Administrative Assistant’s Day, Mother’s Day, Mother of Pearls Day, Proms • During the Summer:- Island Escape, Back to the Beach, Fresh From the Garden, Peaches and Cream • During the Autumn: Back to School, Football, Indian Summer, Changing Leaves, Crim- son Glory, Halloween, Thanksgiving, Turkey Trot • During the Winter: Winter Miracles, Northern Lights, Christmas, Valentine’s Day, Pretty in Pink, Hearts on Fire

18 Building Display Around Themes • Commodity or Item • Color • Brand • Price • Season or Special Occasion

Display by Color: Display by Brand: Developing color blocks so that customers see Creating blocks of products with grouping of the same colors together the same brand name so that the customers see them all in one place

Display by Price: Display by Season or Special-Occasion Items: Grouping similar or A Valentine Holiday identically priced merchandise

19 Effective displays let you highlight selected merchandise while adding excitement that customers can feel. The secret is to keep your displays simple and straightforward, letting the products do most of the talking. Brochures or signs next to a display can give customers the rest of the information they need, including each item’s name, number, and price.

Maintenance Display maintenance is actually a continuous, ongoing process that can be divided into three phases or schedules for easier management. Avoiding these steps will quickly result in a sloppy, disorganized, dirty display that will turn away customers.

• Daily Maintenance Schedule 1. Straighten merchandise on the floor, display fixtures and in the cooler 2. Remove debris 3. Remove dying flowers and plants 4. Check moisture level of plants 5. Wipe up spilled water 6. Straighten price and display signs 7. Clean smudges on windows inside and out, glass shelves and cooler doors 8. Sweep and/or vacuum floors 9. Checkout counter clean and free of all clutter

• Weekly Maintenance Schedule 1. Dust shelves and giftware 2. Wash plant display fixtures 3. Clean and sanitize cooler floors, shelves and doors 4. Rotate items between displays or add additional merchandise to create balanced and full displays 5. Organize products in cooler

• Periodic Maintenance Schedule (This might vary from every 2 weeks to 4 weeks, depending on store traffic and the display schedule) 1. Scrub fixtures 2. Dust props thoroughly 3. Wash windows 4. Dust glassware and other gift items

Neatness is paramount! Neatness does not stop with putting the broom and dust pan away. Neatness also means putting water cans away, keeping cleaning rags and chemicals out of sight, keeping work tables orderly, watering trays clean, ribbons straight, shelves dusted and all glass in the shop sparkling. Neatness means orderly displays and keeping the shelves full at all times. A neat, tidy shop builds customers’ confidence in the product for sale.

Appendix A. Sample Display Calendar for 12 months of the year.

XIII. Color in Visual Merchandising

One effective way to grab your customer’s attention is with knowledgeable use of color. Colors frequently carry an association of emotions, holidays, and gender. By understanding some of these associations, you can gear your marketing to the right audience just by choosing the right palette. The right colors will invoke pleasing thoughts and emotions in association with your product.

20 Basic Color Combinations Here are some color basics.

• Yellow and red are attention grabbers. • Green evokes the idea of health, freshness and natural products. Consumers with an eye for eco-friendly products will zoom in on this color. • Brown speaks of home, hearth and certain earthliness. • For an air of sophistication, elegance and exclusivity, choose black. • Trust and reliability are often associated with the color blue. However, blue can have a negative effect if associated with food. • Violet evokes a mystical aura and is associated with whimsy and imagination. • Pink is associated strongly with femininity, with the brighter hues leading towards a younger, bolder audience. CHART OF BACKGROUND COLORS USED IN DISPLAYS Black White Light Dark Gray Background Background Background Background Makes Makes Makes Makes Color of Merchandise Merchandise Merchandise Merchandise Merchandise Appear Appear Appear Appear

Yellow Richer Dull Warmer Brighter Red Brilliant Darker Less Intense Brighter Blue Luminous Richer More Luminous Brighter Green Paler Value Deepens Yellowish Bright/Reddish Orange More Luminous Darker/Redder Yellowish More Brilliant Purple Less Brilliant Darker Brighter Greenish More Greenish

Color and Holidays Another important color association is that related to the holidays. For example, Valen- tine’s Day, use red, white and pink. Easter colors are generally green, yellow, pastel blue, pink and violet. Halloween is represented with orange, black and purple. Thanksgiving is associated with harvest colors, such as orange, brown and gold. Red, green, gold, and silver are most often used for a traditional Christmas theme.

Keep in mind that using these color combination for products not associated with the particular holiday, may still evoke those festive thoughts. The careful use of color in visual merchandising can send a quick message without a single word, so develop your promotions with a purposeful palette in mind

XIV. Lighting Display Areas

Lighting is a tool. Just like any tool, how you use lighting will determine whether it will have a positive or negative effect. Bad lighting may actually give customers the wrong impression of your store and the products you offer.

21 That said, good lighting does not necessarily mean more lighting. It takes an investment of time, money, and people to have effective and efficient lighting in a retail store, but once you understand the many benefits that it offers, you will see that it is an investment you really should make.

Lighting creates an atmosphere in the store and will definitely effect your customers’ perceptions of the business, its products, and its quality of service. An emphasis on overhead lighting can create the feeling of a discount retailer, while an emphasis on accent lighting can create the feeling of a high-end specialty floral design store.

Direct light is one of the best sellers. It can make a display fixture literally come alive, adding impact to the selling area in a way few other merchandising techniques can. Halogen “SPOTS” (not flood lights), are the BEST type of lighting for our products. Fluorescent fixtures of any kind should never be used solely in a display area.

Incandescent lighting is familiar to most. These bulbs can be used in spotlights, floodlights, chandeliers, ceiling fixtures, track lights, and drop lights. Incandescent lighting gives a feeling of warmth to the merchandise, because many incandescent bulbs have a reddish cast. In most situations, this warmth is flattering; therefore, the incandescent bulb is the most widely used display light. Customers and salespeople, look healthier under incandescent lighting.

In addition to the traditional white light bulb, incandescent lights are available in a variety of colors or these colors may be produced by shining a white light through colored filters. Colored lights are mainly used for special effects and rarely should be used as a primary light source. Colored lights often change the color of the merchandise, so products should be tested under different lights before being displayed.

Because of the efficiency of fluorescent lights, they are often used as a primary light source in shops. However, because many fluorescent lights impart a harsh, cold, or brittle appearance to people and objects. Warm white fluorescent lamps work well with incandescent light, and cool white fluorescent bulbs produce a neutral environment, which is particularly effective during daytime.

The use of creative specialty lighting can attract attention, create movement and cause the consumer’s eye to travel throughout a shop’s displays. However, the florist must use cau- tion when incorporating a variety of lights into displays so that they do not distract attention from the merchandise. When a compatible combination of fixtures is used with flattering lighting, the florist has a solid foundation on which to build pleasing displays.

XV. SIGNAGE

Signage breaks doubts, answers common questions and delivers straight forward information to your target audience. The greatest mistake you can make as a wise merchandiser, is to let the customer guess the message that you want to present.

• Use signage to present your theme and price. • Be brief — your copy should be punchy and to the point. • Use common words • Don’t waste words • Sell customer benefits (What it will do for them)

22 • Be direct — your signs should tell the customers both what you want them to know and what they need to know. • Be Professional — ensure that your sign has high visibility, good color contrasts and above all, it is fresh and clean.

XVI. Summary

Visual Merchandising is an indispensable retail discipline consisting of a series of practical selling tools that are used to influence what and how much a consumer will buy. It is a merchandizing technique which effectively uses the design of an environment via visual communication, lighting, colors, and scent to stimulate the customer’s perceptual and emotional response and ultimately to affect their purchase behavior.

BIBLIOGRAPHY:

Visual Merchandising for the Retail Florist. Encyclorflora™ Encyclopedia of Floral Design, Teleflora 1994, Second Edition, Leachville, Arkansas.

The EVERTHING Guide to Starting and Running a Retail Store. Dan Ramsey and Judy Ramsey, F+W Media Inc. 2010.

Start and Run a Retail Business. Third edition, James E. Dion and Ted Topping Interna- tional Self-Counsel Press Ltd.

Society of American Florists — www.safnow.org

23 Appendix A. Sample Display Calendar for 12 months of the year. 7 14 21 28 Dallas Gift Market Atlanta Gift Market SATURDAY 6 13 20 27 FRIDAY Dallas Gift Market Atlanta Gift Market marketing pieces in all Day Include Valentine’s statements and deliveries 5 12 19 26 Day Valentine’s Dallas Gift Market Atlanta Gift Market THURSDAY for Create Display Window Maintenance Schedule Periodic 4 11 18 25 Dallas Gift Market Atlanta Gift Market Atlanta Gift Market WEDNESDAY Maintenance Schedule Weekly Group Re- Christmas Sale Items 3 10 17 24 31 Display Window Dallas Gift Market Atlanta Gift Market TUESDAY flowerDeadline for orders Christmas/New Remove Year’s Maintenance Schedule Periodic 2 9 16 23 30 Holiday Holiday Dallas Gift Market Chinese New Year MONDAY Atlanta Gift Market • Develop merchandise • Prepare for signage Display Day and window display Day New for Valentine’s MerchandiseMerchandise for & Valentine’s Display Website Day Martin Luther King Jr. product is ordered: flowers, Day Make sure all Valentine’s Day Make sure all Valentine’s product is ordered: flowers, plants vases, ribbon, plants, baskets, etc. 1 8 15 22 29 Holiday New Year’s SUNDAY Dallas Gift Market Atlanta Gift Market january

24 february SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY 1 2 3 4 5 6 7

Weekly Maintenance Schedule, Ground Hog Day Prepare for Valentine’s Week Prepare for Valentine’s Week check all lighting Prepare for Valentine’s Week 8 9 10 11 12 13 14

25 Prepare for Valentine’s Week Prepare for Valentine’s Week Valentine Week Begins Lincoln’s Birthday 15 16 17 18 19 20 21

Remove all Valentine’s Day Displays Create Window Display for Spring Re-Group Valentine’s Day Merchandise Shop and Website Sale Items for Spring Holiday Remove Valentine’s Day Develop signage for merchandise Valentine’s Day Window Display and window display 22 23 24 25 26 27 28

President’s Day Fat Tuesday/Mardi Gras Washington’s Birthday Include Spring marketing pieces Ash Wednesday in all statements 29 30 31

Periodic Maintenance Schedule Holiday Leap Year march SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY 1 2 3 4 5 6 7

Host a Spring Open House

8 9 10 11 12 13 14

Create Window Display for 26 Easter Day Dallas 1st Monday Mini Market Merchandise Shop and Website Develop signage for merchandise for Easter and window display 15 16 17 18 19 20 21 Finalize Mother’s Day Week advertising plans Make sure all Easter, Secretaries Day and Daylight-Saving Time Begins Weekly Maintenance Schedule Secretaries Week Mother’s Day product is ordered: Holiday advertising plans flowers, plants, and gifts St Patrick’s Day 22 23 24 25 26 27 28

First Day of Spring Include Easter Holiday marketing pieces in all statements 29 30 31 may april SUNDAY MONDAYSUNDAY TUESDAYMONDAY TUESDAYWEDNESDAY WEDNESDAYTHURSDAYTHURSDAY FRIDAYFRIDAY SATURDAYSATURDAY 1 2 3 4 5 6 7 1 2 3 4 5 6 7

Holiday Holiday Dallas 1st MondayMay Day Mini Market Holiday Holiday Palm Sunday Good Friday Passover Begins Holiday Ciinco De Mayo 8 Prepare for Mother’s Day Holiday9 Weekly Maintenance10 Schedule 11 12 13 Beginning of Prom Season14

Weekly Maintenance Schedule 8 9 Remove Easter Window Display10 11 12 13 14 and merchandise 27 Holiday Create Window Display for Merchandise Shop and Website Easter Mother’s Day for Secretaries Day 15 16 17 18 19 20 21 Mother’s Day Week Begins Dallas 1st Monday Mini Market Holiday Armed Forces Day National Teacher’s Day Merchandise Shop and Website 15 16 for Mother’s Day 17 18 19 20 21 Develop signage for merchandise and window display Create Father’s Day Window Display 22 23 24 Develop signage25 for merchandise 26 27 28 and window display Holiday Re-Group all Mother’s Day Remove Mother’s Day Merchandise shop and website Holiday Mother’s Day Sale Items Window Display for Father’s Day Armed Forces Day Secretaries Week Begins Market Mother’s Day in all Holiday 22 23 statements and deliveries 24 25 Professional Secretaries Day 26 27 28 29 30 31

Include Father’s Day marketing in Re-Group all Periodicall Maintenance statements Schedule and deliveries Secretaries Sale Items 29 30 31

Holiday Memorial Day may SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY 1 2 3 4 5 6 7

Holiday May Day

Holiday Ciinco De Mayo Prepare for Mother’s Day Holiday Weekly Maintenance Schedule Beginning of Prom Season 8 9 10 11 12 13 14 28 Mother’s Day Week Begins Dallas 1st Monday Mini Market Holiday Armed Forces Day National Teacher’s Day 15 16 17 18 19 20 21 Create Father’s Day Window Display Develop signage for merchandise and window display Holiday Re-Group all Mother’s Day Remove Mother’s Day Merchandise shop and website Holiday Mother’s Day Sale Items Window Display for Father’s Day Armed Forces Day 22 23 24 25 26 27 28

Include Father’s Day marketing in all statements and deliveries 29 30 31

Holiday Memorial Day june SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY 1 2 3 4 5 6 7

8 9 10 11 12 13 14

Merchandise shop and website for summer 29 Periodic Maintenance Schedule Develop signage for merchandise and window display 15 16 17 18 19 20 21

Flag Day

22 23 24 25 26 27 28

Remove Father’s Day Window Display Promote Summer: weekly Create Summer Window display specials, summer theme sales, Holiday Develop signage for merchandise First Day of Summer or offer a class Dallas Gift Market Dallas Gift Market Father’s Day and window display Dallas Gift Market Dallas Gift Market 29 30 31

Dallas Gift Market Dallas Gift Market Dallas Gift Market july SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY 1 2 3 4 5 6 7

Holiday Independence Day 8 9 10 11 12 13 14

Inventory props and display items that might need repair or painting Reorganize display aisles and

30 Reorganize display aisles and create new props Weekly Maintenance Schedule Create and advertise a summer create new props Atlanta Gift Market Atlanta Gift Market Atlanta Gift Market Re-work Summer Window Display sales promotion Atlanta Gift Market 15 16 17 18 19 20 21

TSFA Convention TSFA Convention (Dates change annually but Atlanta Gift Market Atlanta Gift Market Atlanta Gift Market Atlanta Gift Market Convention is usually in July) www.tsfa.org 22 23 24 25 26 27 28

TSFA Convention

29 30 31 august SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY 1 2 3 4 5 6 7

Weekly Maintenance Schedule

8 9 10 11 12 13 14

31 Dallas 1st Monday Mini Market

15 16 17 18 19 20 21

Create Back to School or Autumn Merchandise shop and website Window Display for Grandparents Day 22 23 24 25 26 27 28

Create Signage for Include Grandparents Day Grandparents Day Marketing statements & deliveries 29 30 31 september SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY 1 2 3 4 5 6 7

8 9 10 11 12 13 14 32 Holiday Weekly Maintenance Schedule Plan a Fall Open House Dallas Home & Gift Market Labor Day 15 16 17 18 19 20 21 Holiday Grandparents Day Merchandise shop and website Add Halloween to Autumn for autumn, Halloween, and Window Display Thanksgiving Dallas Home & Gift Market Dallas Home & Gift Market Create Signage for Back to School and/or Autumn 22 23 24 25 26 27 28

Rosh Hashanah Create and advertise Bosses Day First Day of Autumn Promotion 29 30 31

Include Halloween in all marketing Yom Kippur statements and deliveries october SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY 1 2 3 4 5 6 7

Merchandise shop for Halloween Periodic Maintenance Schedule and Thanksgiving Dallas 1st Monday Mini Market Create Signage for Halloween 8 9 10 11 12 13 14

33 Holiday Columbus Day 15 16 17 18 19 20 21

Holiday Plan your Holiday/Christmas Open Bosses Day House 22 23 24 25 26 27 28

Include Thanksgiving marketing in all statements and deliveries 29 30 31

Holiday Halloween november SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY 1 2 3 4 5 6 7

Holiday All Saint’s Day

8 9 Merchandise shop and website10 for 11 12 13 14 Christmas Create Christmas Window Display Create Signage for Christmas Sale Display Halloween Window and Displays 34 Merchandise Daylight Savings Time Ends Dallas Home & Gift Market Election Day 15 16 17 18 19 20 21

Holiday Weekly Maintenance Schedule Christmas Holiday Open House Veterans Day 22 23 24 25 26 27 28

Weekly Maintenance Schedule Holiday Include Holiday marketing in all Thanksgiving statements and deliveries 29 30 31 Merchandise often as Holiday sales move products quickly december SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY 1 2 3 4 5 6 7

Weekly Maintenance Schedule

Merchandise8 often as Holiday9 sales move products 10 quickly 11 12 13 14

35 Weekly Maintenance Schedule Pearl Harbor Day Holiday Hanukkah Begins Merchandise15 often as16 Holiday sales move products 17 quickly 18 19 20 21

Merchandise22 often as23 Holiday sales move products 24 quickly 25 26 27 28

Winter Soltice First Day of Winter Hannukah Dec 21-28 29 Merchandise for New Year’s30 merchandise 31 Create and advertise winter Holiday Holiday Holiday Hold an after-Christmas sales promotion Christmas Eve Christmas Kwanzaa Begins Clearance Sale

Holiday New Year’s Eve