P-O-P Spotlight: Holiday Displays
Each month, the Path to Purchase Institute shines a light on some of the most eye-catching and creative displays and physical activations that our boots on the ground recently captured in stores. This time, we’re showcasing select Christmas- and holiday-themed displays spotted in November and December.
Target is again selling seasonal items and signature food and beverage products from British retailer Marks & Spencer for the holidays, through a partnership that began in 2022. The retailers have launched holiday and winter-themed collections in Target stores and on Target.com since the collaboration began. This year in stores, a wintery “Gifts from London” M&S aisle display comprises two attached rolling racks outfitted in festive signage to promote and merchandise the holiday collection, which includes London-themed ornaments, boxes of chocolates, Scottish shortbread and mugs.
A floorstand on a half pallet in Kroger's alcohol department unites holiday gift bundles from various liquor brands, including The Sazerac Co.’s Fireball whisky, Heaven Hill Brands’ Christian Brothers brandy, Brown–Forman’s Jack Daniel’s, Pernod Ricard’s Absolut vodka and Diageo’s Captain Morgan rum. The festive red display co-markets the various brands on shelves merchandising the bundles and special gifts, which include a non-denominational holiday-themed whisky stocking and a bottle of seasonal Yule Nog from Fireball as well as a Jack Daniel’s Tennessee whisky box including a bottle and whisky glass.
Kroger’s Harris Teeter united holiday baking essentials on themed four-way pallet displays. The displays invite shoppers to explore recipes by scanning a QR code, which links to a dedicated Holiday hub within the retailer’s website that highlights products, product categories and themes, as well as to upcoming in-store events, among other things.
At Publix, an account-specific four-way aisle display from Procter & Gamble stocks various haircare brands such as Herbal Essence, Head & Shoulders and Pantene and invites shoppers to “Sparkle & look dazzling all season.” Notably, the display, which doesn’t immediately strike you as a holiday tie-in, promotes $5 in savings with purchases of $15 of P&G health and beauty products next to a QR code that links to Publix’s digital coupon clipping page.
Since 2003, P2PI has served as marketers’ eyes in the aisles and offered its member community access to a robust Image Vault, which today comprises nearly 160,000 images (and counting), across a variety of retailers, product categories, channels, touchpoints and themes. Each month, we will showcase a sampling of eye-catching physical activations and themes from the vault.