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Window Display Trends in 2024

by Nathan Swinson-Bullough

An inviting window display with bright lights and christmas trees.

Window displays are more important than you might think—they’re the first thing potential shoppers notice and influence whether they enter your store. The critical window of opportunity to capture their attention lasts a mere 3 seconds, according to experts, emphasising the need to stand out from the crowd and entice customers into making that crucial purchase. 

Staying ahead of the curve is essential to make sure your displays have a lasting impact. The landscape is everchanging, demanding a proactive approach to remain relevant and engaging.  

Without further ado, let’s delve into the trends shaping window displays in 2024. 


Christmas 2023 

The significance of window displays peaks during Christmas, with crowds eagerly anticipating the unveiling. Beyond the spectacle, these displays shape the aesthetic landscape for the coming year.

One example we love is how Selfridges set the stage with a festive and theatrical theme, showcasing “true stagecraft and artistry” created by some amazing creatives. Meanwhile, Fortnum & Mason’s Christmas window, inspired by their 2023 campaign, brings to life the magic of Christmas Eve against a vibrant Georgian backdrop.  

Here’s the trends we’re noticing thanks to this year’s Christmas window displays:  


1. Create a Story

Crafting a narrative within your window display is a powerful way to capture customer attention. Whether based on a theme, season, holiday, or customer persona, a compelling story should be relevant, coherent, and memorable. Utilise props, colours, lighting, and signage to convey your message, making your products the central characters. 

We saw that example quite literally this year with Fenwick’s display in Newcastle. The window display drew inspiration from C.S. Lewis’s Chronicles of Narnia, creating a display that celebrates storytelling and resonates with all ages with a much-loved children’s story. 


2. Interactive Window Displays

People love to get involved with window displays! The addition of QR codes brings interactivity to what you’ve got going on in your window. Customers can engage with your display by browsing catalogues, playing games, or accessing exclusive coupons through QR codes. 


3. Sustainability 

In visual merchandising, being sustainable is crucial. While we won’t necessarily call sustainability a ‘trend,’ it’s a big deal. Traditional window displays often create a lot of waste, so opting for sustainable materials that can be repurposed or recycled is smart. 

To make your display look good and eco-friendly, you can use natural elements like wood or include items that are easy to recycle or reuse again – like cardboard. Show off your brand’s commitment to doing things right by featuring sustainability in your displays. 

For instance, we worked with Dr. Martens, making reversible point-of-sale (POS) materials. They’re not just for one use, which limits waste and cuts down on shipping emissions. By making sustainability a seamless part of your visual merchandising, you’re not just being green; you’re showing your brand does things ethically. 


4. Experiment with Shapes and Sizes 

Distinguish your window display by playing with shapes and sizes. Incorporate geometric or irregular shapes for contrast, harmony, or drama. Experiment with product, prop, or font sizes to create scale, perspective, or focus.  

Learn from the Harvey Nichols 2023 window display, where huge festive fairgrounds with holographic elements and animated lighting took centre stage. 


5. Keep it Simple 

Amidst various trends, sometimes simplicity reigns supreme. A minimalistic window display can effectively communicate your message, avoiding confusion and distractions. Use white space, symmetry, and balance for an elegant and sophisticated look that highlights your products without overshadowing them. 

An example of this is Harrods‘ window display. Their windows spotted minimalist, grey-hued displays feature luxury Christmas gift ideas including knitwear and outerwear from Loewe, jewellery from Bulgari and watches from Hublot. Their priority this year was to embrace the theme of extraordinary gifts and the act of giving during the holiday season, and that’s it. Simple, yet powerful in its ability to captivate and convey the essence of the festive spirit. 


Window Displays in 2024 

As we step into 2024, the evolution of window displays continues. Stay ahead of the curve by adopting innovative trends and techniques we’ve seen this Christmastime to keep your storefront relevant and captivating. 

Get in touch to discuss how we can elevate your brand’s presence and engage your audience through the art of visual storytelling. Let’s shape the narrative of your storefront together.

(Disclaimer: we did not work on the displays from Selfridges, Fortnum & Mason, Fenwicks, Harvey Nichols or Harrods).