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How to Create Store Window Displays That Drive Sales

As a small business owner, I know that every sale counts. That’s why I’m always looking for ways to increase sales at my store. One of the best things you can do to drive sales is to create eye-catching store window displays.

I remember when I first started, I had no idea how to design store window displays that would attract customers and get them interested in what I was selling. But after some trial and error, I’ve learned a few tricks of the trade. And today, I want to share those tips with you!

What Are Store Window Displays?

A window display is a group of products that are arranged on the front window of a retail store. For stores with street access, the storefront usually has an entry door and two glass sections. Meanwhile, stores that are located inside a shopping mall have one big glass window beside the entrance.

These glass windows are called “storefronts” and allow people to see what is inside the store.

Store window displays are important to get customers through the door. They are usually designed by the store’s Visual Merchandiser and reflect the season or a holiday.

For example, a store might have a Winter Wonderland display with a fake snowman in the window to get people in the Christmas spirit.

Visual merchandising is all about creating an inviting and appealing space that will encourage customers to enter the store and make a purchase. Window displays are one of the most important aspects of visual merchandising, as they are often the first thing potential customers will see.

By carefully selecting and arranging merchandise in an attractive way, you can create window displays that will grab attention and entice people to come inside.

By having an attention-grabbing display at the entrance, store owners can increase foot traffic and boost sales.

Mannequins are dolls or models, typically made of plastic or other artificial material, that are made to resemble humans. They are used to advertise clothing in fashion store windows. Some mannequins even have moveable limbs so they can be posed in different ways.

The most creative store window displays are those that tell a story. For instance, a back-to-school storefront might have a backdrop of fall leaves, with sweaters and jeans-wearing models holding up books and school supplies. This style of visual merchandising is attention-grabbing and can capture the curiosity of passers-by.

Other common display themes include Valentine’s Day, Christmas, and new products that have recently become available.

The window displays in a retail store should match the products inside so that shoppers can get an idea of what to expect. The windows are usually updated each season.

Creating a great storefront is no easy task. You need to consider the overall aesthetic of the store and the products you’re selling. By keeping these things in mind, you can create a stunning and eye-catching window display.

Window Displays and Visual Merchandising

Window displays are one of the most important aspects of a retail store’s visual merchandising strategy. They help to generate interest among shoppers and reinforce the store’s brand personality.

By using creative elements such as lighting, props, and color, retailers can create eye-catching window displays that attract attention and drive sales.

An urban planner from San Antonio found that shoppers only have 2.5 seconds to decide whether or not to enter a store, so the window display must be eye-catching enough to attract them.

Here are four best practices to make the most of your display windows.

  • Display graphics that are visible from a distance. Whether your store is on Main Street or inside a mall, your window display must be eye-catching from afar. Large graphics with bold colors and shapes are one way to do this.
  • Change it up often. Window displays become invisible to consumers when they are stagnant. Change them up with the seasons, holidays, and other themes to maintain customer interest.
  • Position graphics at eye level. Place two signs in your window at 45°angles in each corner so customers can easily see and read them. Make sure text messages are positioned to natural sightlines for maximum effectiveness.
  • Window display themes should flow inside the store. Create a sense of continuity once customers come through the store doors.

Create Window Displays that Turn Heads and Drive Sales

Around 10,000 potential customers pass by the storefront of Macy’s every hour. That comes out to 1.7 million people per week!

Your company doesn’t need to have a fancy storefront or be a world-renowned brand to reap the benefits of window displays. Research from NPD Group shows that 24% of purchases are influenced on average by in-store displays.

Having the right storefront display can entice passersby to stop and look. Your sales staff can then step in and close the deal.

By having attractive storefront designs, you can attract new customers, showcase new merchandise, promote sales, enhance brand visibility, and distinguish yourself from the competition.

The landscape is shifting; people don’t shop in stores [like they used to]. — Joline Mujica, Head of Trends and Tours at WindowsWear


If you want to increase sales at your brick-and-mortar store, one of the best things you can do is create eye-catching store window displays. By following the tips in this blog post, you’ll be on your way to designing store window displays that drive sales!