4 VISUAL MERCHANDISING TRENDS FOR CHRISTMAS 2023

Christmas in July…it’s not an ideal time to begin the festive season! But visual merchandisers realise that Christmas planning does need to start well in advance of the golden quarter and knowing the trends for the holidays will help inspire designs.

High fashion, art and interiors have long influenced brands. But the current trend drivers are found far from the world of design. Politics and economics are affecting our lifestyles dramatically and retailers would do well to reflect this to resonate with their customers. 2023 has had an abundance of global socio-economic issues that will ultimately shape how brands present their products. Health and wellness are still at the forefront of people’s minds in the aftermath of the last few years and the cost-of-living crisis can’t be ignored as consumers tighten their belts. Likewise, climate change is headline news and is a big influence of shopper behaviour.

I’ve researched both the biggest trend drivers for 2023 and looked to industry experts to find out which predictions are at the forefront for visual merchandising this Christmas.

ALL IS BRIGHT

“Capture the relaxed and joyful energy of this trend through simple pattern, fresh colours and playful but luxury design.”, Trend Bible. 

Health and wellness combined with an optimism and joyfulness for the season is a reoccurring theme, with many forecasters indicating a move away from a stressed-out world. This aesthetic is composed of young and casual styling, featuring pastel colours that uplift and geometric patterns for effortless creativity. Hand-made props feature heavily, with an emphasis on creative customisation that brands can use to highlight their signature style. Messaging will convey ‘positive vibes’ and in store activations should focus on togetherness and celebration.
Leading forecast agency Trend Bible has encapsulated this look with their ‘All is Bright’ aesthetic. They suggest to “capture the relaxed and joyful energy of this trend through simple pattern, fresh colours and playful but luxury design.” This is a style that will resonate with Gen Z customers who make emotive purchasing decisions.

FOREST BATHING

“Warm, familiar textures evoke a sense of nostalgia in visual merchandising and packaging. These plush options bring a homey feel in-store”, CTC.

Sourcing display items from mother nature echos two key trend drivers this Christmas, cost and sustainability. Natural textures and a subdued colour palette reflect the desire to incorporate more of the outdoors in our lives. Encouraging us to be mindful and take things at a slower pace, foraged foliage is layered with cosy props and accessories, reminiscent of the Hygge feel of previous years. This is a timeless trend that minimalist retailers will embrace.
CTC are suppliers of visual merchandising solutions to the retail industry across the US and Hong Kong. They predict that non-traditional greenery and botanicals will take centre stage – think eucalyptus and palms mixed with pine. “Warm, familiar textures evoke a sense of nostalgia in visual merchandising and packaging. These plush options bring a homey feel in-store”.

UNKNOWN BEAUTY

“Unexpected decorations and strange shapes are in the foreground. Situational patterns, environmental reflections and the play of light and shadow create remarkable visual effects”, Annetta Palmisano, Trend Expert. 

Fantasy and escapism is the ethos behind another key trend for the coming season. This theme features 2023 colours of the year from Pantone (Viva Magenta #BE3455) and trend forecaster WGSN (Digital Lavender). Purples and lilacs are complimented by iridescent finishes and metallic surfaces in a contrast to traditional Christmas style. 
One of the leading Christmas trade fairs, Christmasworld, is held each year in Frankfurt to inspire international retailers with products for the season. Trend expert, Annetta Palmisano predicts that for 2023 this ultramodern look that they have named ‘Unknown Beauty’ will dominate. In these designs “unexpected decorations and strange shapes are in the foreground. Situational patterns, environmental reflections and the play of light and shadow create remarkable visual effects”. 

SUSTAINABILITY

“It’s a great alternative to the abundance of imported plastic trees. It looks good, storage is minimal as it folds away and it can be used multiple times”, Heidi Whitelock, Head of Sales at DZD. 

The biggest trend is the one that is most predictable and likely the most important. Sustainability is a word that has been overused in the retail industry with brands regularly accused of ‘greenwashing’. But Heidi Whitelock, Head of Sales at DZD, who provide a huge range of supplies to the UK visual merchandising industry, says priorities have shifted and most brands are now genuinely seeking out sustainable products for displays. It’s a complicated mandate but Whitelock is having regular conversations with clients about using high quality items with longevity as well as sourcing products closer to home to reduce airmiles.

For Christmas 2023 they have seen huge demand for their recycled PET baubles and wood pulp decorations. Likewise, their cardboard engineered FSC Christmas tree is popular for not just being eco-friendly but for looking it too. “It’s a great alternative to the abundance of imported plastic trees. It looks good, storage is minimal as it folds away and it can be used multiple times”. 
The trend is for brands to not just do the right thing, but to be seen doing it. Organic textures, untreated materials and reconditioned props all sit in muted colour palettes that subliminally communicate an ‘eco-friendly’ philosophy. Clear messaging will be vital to communicating brand values to that target customer. 

Christmas is the ultimate visual merchandising test for brands but in 2023 I’m interested to see, not just the incredible visuals, but how brands use trend drivers to reflect or reject the world around us and resonate with their target markets. This year, I believe that alongside stunning displays, this could be the biggest success factor.

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