No More Christmas Presence?
One expert fears Yuletime decor has gone the way of the horse-drawn
Have retailers gotten too cool for yule? That was the question posed
in a recent essay in Visual Merchandising and Store Designmagazine.
Author Jerry Gelsomino laments that in recent years, holiday store decorations
seem to have lost their spirit.
"If you walk through a shopping center these days, you might not
even notice the holidays have arrived, except for the occasional 'Holiday
Sale!' banner hanging in a shop window," he writes. "It is most
prevalent in apparel, jewelry and shoe stores." The stores that bother
at all often make no more than token efforts tossing a garland over
a fitting room mirror or putting up a poorly decorated tree, Gelsomino says.
He asked several retailing experts why this was so. One suggested it's
part of an overall loss of tradition in our society. Another attributed
it to ever-tighter budgets and the need for retailers to justify every expenditure
with bottom-line gains.
Not that the Grinch has conquered all of retailer-land, the article points
out. Major department stores still toast the holidays in their time-honored
manner. Neiman Marcus makes a huge deal of Christmas, tying its decorations
in with color schemes found in fashion. And in shopping malls, here and
there, specialty stores go all out. Last season, for example, The Gap put
up trees adorned with "doll-size replicas" of the clothes it was
Copyright © 1998 by Bond Communications.