Holiday Shop - 2021 - 60

Over-the-Top Trees
W
Deck the store with boughs, baubles and bows
BY JULIE MCCALLUM
Editorial Director
hen it comes to holiday displays, the
trees take center stage. Eye-catching
decorated trees not only set a festive
mood in the store, but they create vertical display space
within the branches and can be anchored with baskets
holding additional product at the base.
The weekends around Thanksgiving are generally the
time for open houses for most retailers. Bill Lindeman,
AIFD visual designer for burton + BURTON, suggests
preparation should begin in September or October and
stores need to be set mid-November at the latest. When
planning the tree displays, Lindeman says to group décor
CHRISTMAS TREE DECORATING TIPS
By Bill Lindeman, AIFD burton + BURTON Visual Designer
1. When setting a store, decorate trees of varying
widths and heights with an assortment of styles
that will appeal to a variety of customers.
2. To add volume, dimension, and fill gaps in a tree, tie
in decorative sprays.
into themes by tree.
" Make any bows in advance to easily attach when
ready, " he said. " Price all pieces in advance, even those in
the back that will not be on the tree for display. Customers
will often take the ornaments from the tree directly, so
pre-priced pieces need to be ready so they can quickly be
displayed, " Lindeman added.
Topping off the tree with a big bow can add some drama
and draw the eye upward. Create either one large bow or
combine 2-3 bows for each angle of the tree using cable
ties while using additional ribbon to hide the mechanics,
advises Lindeman.
By the numbers...
Recommendations for a typical 7-foot tree
Sprays
Use 20 stems of the same type and 12 of each
using varying styles.
Ornaments
Try to average 3 to 6 of EACH style of the larger
ornaments and 6 to 9 of EACH style of the small to
medium size.
Ribbon
40 yards of each design is recommended. Apply
ribbon with enough slack that when the tree
branches drop the ribbon still has a flowy look.
Photos
Courtesy
of burton +
BURTON
60 HOLIDAY SHOP 2021 GIFT SHOP® PLUS

Holiday Shop - 2021

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