The decoration of shop windows appears to be a win-win situation during the holidays: Shoppers are uplifted by colorful presentations and managers seem to enjoy exploring their creative sides by making their show windows glitter.
Numerous storefronts and business interiors here are decorated this year, which business leaders say helps generate business as well as edify spirits.
“Many merchants have put on great presentations this season,” said Ann Ormond, president of the Greater Newburyport Chamber of Commerce and Industry. “They are colorful, creative and make people stop and look.”
Ormond and several members of her team recently walked the commercial area to take the decorating pulse of the downtown — and she reports it is vibrant.
There are numerous reasons why shop owners make the effort to create attractive displays.
“We’ve found that a lot of people do window shopping at night and come back to buy the next day,” said Jan Morgan, a principal along with Cathy Sweazey and Ann Baldwin at Sisters We Three at 57 Pleasant St.
“We change the windows frequently because we have about 200 artisans, and we want to give exposure to as many as possible. These windows have sold a lot of product.”
Diane Sirard, owner of Soak at 7 State St., also changes her windows frequently but for a different reason.
“Our products (such as soap) melt in the sun,” said Sirard. “We have to keep moving items and changing the presentation. But people notice.
“Sometimes customers stick their heads in the door to say they like a new look, and don’t necessarily shop that day.”
Renee Chouinard, a manager at Cool Jewels at 29 State St., said, “Decorating is a creative outlet for me. We change the window about every month, and I enjoy that project and deciding what to do.”
Merchants who have businesses that bring customers indoors for a sustained visit decorate in part to be competitive.