Project | STOR[I]ES Publisher
Christmas remains the emotional peak season for retailers – and the shop window remains the most important stage. The 2025 Christmas season will increasingly focus on sustainability, visual calm, and digital design elements. Current developments in visual merchandising show where the journey is headed and give a preview of the 2026 trends that are already becoming visible in stores.
Sustainable materials and natural colors characterize the look of modern Christmas shop windows.
Trend 1: Sustainability becomes standard
Sustainability has become a must in shop window design. Manufacturers and shopfitters are focusing on modular displays, natural materials, and reusable elements. What used to be purely seasonal merchandise is now designed as a long-term design component – from wooden frames to fabric graphics. This saves resources and also looks more high-quality. Such concepts can be used flexibly, especially during the Christmas season: a reusable wooden frame can be decorated with fir greenery, paper ornaments, and fairy lights during Advent – and then continue to be used in January without any changes.
Practical tip: Reposition neutral basic elements rather than replacing them: for example, use colored ribbons or paper stars instead of completely new decorations.
Digital elements such as QR codes create new opportunities for interaction in Christmas shop windows.
Trend 2: Digital and physical convergence
Omnichannel strategies are also finding their way into shop windows. QR codes lead to product information, small LED installations or projections create movement, and social media campaigns extend the online presence. The goal: interaction instead of pure decoration. Playful ideas can be implemented in the Christmas season: from QR code advent calendars with daily surprises to wish list campaigns where customers can digitally save gift ideas.
Practical tip: Interactive lighting or projection elements attract attention—particularly valuable when promoting a call to action, such as scanning a QR code or participating in a small activity.
Minimalist design with a clear focus: a single object, soft lighting, and warm tones characterize this minimalist Christmas look.
Trend 3: Peace and quiet instead of sensory overload
After years of oversupply, visual clarity is coming to the fore. Reduced color palettes—beige, copper, cinnamon, or sand tones—create calm and warmth. The new visual merchandising concepts focus on focus rather than abundance: one product, one story, one lighting mood. This also applies to Christmas window displays: a single highlight product, presented in warm light, with a subtle gift border or bow detail, can have a stronger impact than an eye-catching Christmas scene.
Practical tip: A harmonious color scheme and a clear focus create a festive atmosphere without being overwhelming. This keeps the Christmas window display elegant and memorable.