SEASONAL

FROM A COMMERCIAL POINT OF VIEW, IF CHRISTMAS DID NOT EXIST IT WOULD BE NECESSARY TO INVENT IT.

KATHARINE WHITEHORN

The changing times of the year are never overlooked by a visual merchandiser. Throughout the year there are many occasions for the customer to celebrate; traditionally, these are days that are supported by religious events such as Easter, the Hindu festival of Diwali or the Islamic celebration of Eid. There are also creative concepts invented by marketeers, who seldom overlook a chance to prey on the public’s conscience: Father’s Day, Grandparents’ Day and Mother’s Day. Many of these events are strongly associated with gift giving; a retailer never misses the chance of promoting products that can be purchased as a present ...

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