Pure Beauty

Is there still money to be made in Christmas window displays?

By Amanda Pauley | Published: 21-Nov-2023

In today’s digital world, do holiday windows still drive important sales for beauty brands over the festive period, or is the money better spent elsewhere?

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There are certain things that mark the start of the Christmas shopping period, from high streets turning on their festive lights to brands unveiling heart-tugging TV adverts.

But one of the biggest, and most luxurious, markers is department stores and brand-owned flagships unveiling grand holiday-themed shop windows for the season.

As one of the most important periods in the retail calendar, companies heavily invest in these extragrant displays in a bid to catch shoppers’ eyes – and wallets. 

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