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.

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 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 in-
cludes 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 mer-
chandising (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 cre-
ated 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.

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The ultimate goal of any retail florist is to sell products or merchandise as quickly and eas-
ily 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 prod-
ucts 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 under-
standing of display types and principles, fixture materials and options, and prop con-
struction 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 “con-
nection”, 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 merchan-
dise, 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. Your store de-
sign should make it easy for customers:

• to get in
• get around
• and check out

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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 atten-
tion 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.

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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 im-
pression 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 merchan-

dise 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.

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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.

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 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 para-

mount 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 mer-
chandise. 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 individu-
al 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.

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• 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 dis-
plays 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.

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 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 sec-
ondary 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 shar-
ing 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 com-
ponents 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 set-

ting 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.

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 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 mer-
chandising. 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 produc-
es 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.

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• 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 merchan-
dise 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 mer-
chandise.
• 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 combina-
tions 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 view-
point of the observer. This is especially important in window displays which are often

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 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 creat-
ing 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 custom-
er 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 mer-
chandise, 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.

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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 merchan-
dise 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 dis-
play customers notice. In the event, the props are more effective to the eyes of the au-
dience; 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 prod-
uct. 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 impor-
tant 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 intend-
ed 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 confu-
sion 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 “de-
partment” 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 appro-
priate lighting directly at them.

Props and Merchandise

All displays should make a statement. They need to be exciting enough to attract consum-
ers 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 back-
drops. 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 potential-
ly 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 ar-
eas with direct sun, that fading may occur. Repainting a prop can easily change the feel-
ing 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 el-
evation and product separation. Hence, risers form the backbone in visual merchandis-
ing 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 natu-
ral 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 at-
tention 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 understand-
ing 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 promo-
tions 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 im-
pression 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 ap-
pearance to people and objects. Warm white fluorescent lamps work well with incan-
descent 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 atten-
tion from the merchandise. When a compatible combination of fixtures is used with flatter-
ing 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 informa-
tion 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 practi-

cal 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
 january
SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY
1 2 3 4 5 6 7
Merchandise Website for Valentine’s Day • Prepare for New Merchandise Display & Valentine’s Day Display • Develop signage for merchandise and window display

Periodic Maintenance Schedule

Holiday Remove Christmas/New Year’s Weekly Maintenance Schedule Create Window Display for
New Year’s Window Display Re- Group Christmas Sale Items Valentine’s Day

8 9 10 11 12 13 14

24
Deadline for flower orders Atlanta Gift Market Atlanta Gift Market Atlanta Gift Market Atlanta Gift Market

15 16 17 18 19 20 21
Appendix A. Sample Display Calendar for 12 months of the year.

Holiday Include Valentine’s Day

Martin Luther King Jr. Day marketing pieces in all
Dallas Gift Market statements and deliveries
Atlanta Gift Market Atlanta Gift Market Atlanta Gift Market Atlanta Gift Market Dallas Gift Market Dallas Gift Market Dallas Gift Market

22 23 24 25 26 27 28
Holiday
Chinese New Year
Make sure all Valentine’s Day
product is ordered: flowers, plants

Dallas Gift Market Dallas Gift Market Dallas Gift Market

29 30 31

Make sure all Valentine’s Day

product is ordered: flowers,
plants, vases, baskets, ribbon, etc. Periodic Maintenance Schedule
 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

Prepare for Valentine’s Week Prepare for Valentine’s Week Valentine Week Begins

25
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

Easter Day

26
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
 y april
SUNDAY MONDAY TUESDAY THURSDAY FRIDAY SATURDAY
Y MONDAY TUESDAY WEDNESDAYWEDNESDAY
THURSDAY FRIDAY SATURDAY
1 2 3 4 5 6 7
1 2 3 4 5 6 7
Holiday
Holiday May Day
Dallas 1st Monday Mini Market Holiday Holiday
Palm Sunday Good Friday Passover Begins
Holiday Ciinco De Mayo
9
8 Prepare for Mother’s Day Holiday 10
Weekly Maintenance Schedule
11 12 13Beginning of Prom Season
14
Weekly Maintenance Schedule
8 9 Remove Easter Window Display
10 11 12 13 14
and merchandise
Holiday Create Window Display for Merchandise Shop and Website

27
Easter Mother’s Day for Secretaries Day

15 16 17 18 19 20 21
k 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 signage
25 for merchandise 26 27 28
and window display
Re-Group all Mother’s Day Remove Mother’s Day Merchandise shop and website Holiday
y 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 Professional Secretaries Day
25 26 27 28
29 30 31

Include Father’s Day marketing in

Re-Group all Periodic Maintenance Schedule
Secretaries Sale Items
all statements and deliveries

29 30 31
 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

Mother’s Day Week Begins Dallas 1st Monday Mini Market Holiday Armed Forces Day

28
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
Periodic Maintenance Schedule Develop signage for merchandise

29
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
Reorganize display aisles and
create new props
create new props

30
Weekly Maintenance Schedule Create and advertise a summer 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

Dallas 1st Monday Mini Market

31
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

Holiday Weekly Maintenance Schedule Plan a Fall Open House Dallas Home & Gift Market

32
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

Holiday

33
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 10
Merchandise shop and website for 11 12 13 14
Christmas
Create Christmas Window Display
Create Signage for Christmas
Sale Display Halloween Window and Displays
Merchandise

34
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

Merchandise
8 often as9 Holiday sales10
move products11quickly 12 13 14

Weekly Maintenance Schedule Pearl Harbor Day Holiday

35
Hanukkah Begins
Merchandise
15 often as
16 Holiday sales17
move products18quickly 19 20 21

Merchandise
22 often as
23 Holiday sales24
move products25quickly 26 27 28

Winter Soltice First Day of Winter

Hannukah Dec 21-28

29 Merchandise
30for New Year’s31merchandise
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