Diary of a Gift Shop

Cathy Frost, owner of Loveone gift shop in Ipswich, is getting creative this season with some special shop window displays

As most small businesses approach the coming season with some trepidation and anxiety, we are going to have to dig even deeper into our creative pockets to create a little bit of theatre to cut through the dark clouds circling the high street.

One comment I’ve heard a lot over the past few years is that high streets need to become more experiential. I truly believe that most small businesses that have a front window already create a little bit of theatre with every window display they design. As budgets are squeezed and consumer confidence is shaken, the total experience we offer - from the moment a customer spies our window until a purchase is made - will become even more important.

For high street businesses, this starts with a striking and engaging window (and a clean one!). When I started my retail journey many moons ago, I remember watching the BBC TV series Mary, Queen of Shops, presented by retail consultant Mary Portas. In each programme, she parachuted into struggling high street shops in an attempt to help turn their fortunes around. I was always struck by how much emphasis was placed on the front window. It’s the window into your world, and your window cleaner should be your greatest ally!

So, what’s the plan for my window in the season ahead? Preparations started in January when I outlined the window themes for the year. This was only a guide, and it helped with the buying cycle. Inevitably there have been some changes to the plan, but unused ideas have been banked for another time; ideas are never wasted.

We launched our first seasonal window for autumn in the first week of September with a splash of colour, celebrating late summer flowers. Mindful of the cost of living, we showcased products that were relatively inexpensive such as cards, tea towels, and small vases. Our displays of fresh flowers were a talking point, giving ideas to customers on how to display their own garden flowers more creatively. The window also featured a local artist and local flower grower. It was promoted on Instagram, and collaborating with other local businesses gave us a wider reach on social media.

Why not use your window to mark a milestone? Our businesses are as much about people as they are about products. I celebrate 15 years on the high street in November and we’re full steam ahead to mark the occasion, with a window featuring many of the local artists we stock in-store. We plan to include some specially commissioned products and host a series of events and giveaways, as a thank you to customers who have supported me over the years, through one recession, a pandemic and possibly another looming crisis! It will also make a good story for the local press and social media.

While Halloween is not a celebration I get involved with traditionally, it’s an opportunity to commemorate the season. And we will be showcasing autumnal, Hygge-related products to create an air of cosiness as we approach the darker colder months, with candles, socks and knitwear as the focal point in the window. We are going to try and use some real pumpkins as vases: a fun idea, combining ideas and products that customers can try at home - and another great talking point.

So, onto Christmas. Start planning early. Remember, this window may be one of the longest-serving and important of the year. The challenge is to make people smile. Have feel-good, affordable items, be inviting, create some nostalgia, and again, be a talking point. We’re aiming for a Scandi-themed forest

with lots of lights. Watch this space or at least Instagram @shoploveone.

Loveone is part of an active community of businesses: The Saints Ipswich Community Interest Company, which was set up a few years ago to deliver marketing and operate local street markets. This season, we’re planning a Festive Market and a Christmas window competition. We will be encouraging all our businesses to take part, to create a trail for the public and offer entry to a free prize draw. I believe this will encourage visitors to the area and help them discover great independent businesses along the way - and see an experiential high street in action.

I won’t deny this has the potential to be a challenging season. But, by creating a little bit of theatre, I believe we can maximise our chances of a good season ahead. So, get creative, deck those halls - and don’t forget the window cleaner!

“By creating a little bit of theatre, I believe we can maximise our chances of a good season ahead”