Holiday Retail Trends: A Season of Experiences

The 2024 holiday season reflected the dynamic retail environment in the U.S. According to Deloitte’s 2024 Holiday Retail Survey, shopper spend on experiences and entertainment is growing, including holiday gatherings and parties. Spending on non-gifts is also up, while some belt-tightening around gifting is taking place. 

Retail stores continued to be a focus, with Deloitte respondents highlighting how physical stores give them confidence in getting the highest quality products as well as provide more enjoyment compared to digital shopping.

Consumers are looking for more than just products; they want memorable experiences that connect them emotionally to the brands. Retailers responded by transforming their stores into immersive environments. Interactive displays and merchandising that surrounded the shopper with the holiday spirit were used to engage shoppers. 

This shift from transactional to experiential retail helped brands stand out in a crowded market and fostered deeper connections with customers.

At the store, we noticed several design trends aligned with decor that helped brands stand out. 

• Maximalism was a key feature with elaborate decorations and bold, layered designs making a strong statement.
• Activations with many textures and colors, as well as imagery, drew in the shopper, providing a visual feast.
• Patterns, candy cane stripes and architectural details added interest.
• Elements used in these activations included many traditional icons such as candy canes, snowflakes, wreaths, evergreen bunting, trees, cookies, gingerbread, Santa, ornaments and gifts.

We also saw strategic use of metallics at retail — rich golds and bronzes, along with shiny silvers and chromes. Utilization of a wide variety of substrate and print options to provide impact while meeting budgets allowed brands to stand out. Shimmer and shine help capture shoppers’ attention as they pass an in-store activation or holiday special pack. These metallic hues were often paired with deeper color tones, such as emerald green, ruby red and royal blue, creating a rich and luxurious aesthetic. The deeper colors also provided the contrasts to make the metallics pop.