Customers had expressed preference for traditional red, green and gold decorations. Photo / Thinkstock
Festive lights, Christmas trees, a jolly Santa waving you in and carols can be the magic formula for retailers trying to lure shoppers in and seal a deal.
Retailers have an ulterior motive for getting into the festive spirit and making this time of year more of an event for
shoppers, because this can encourage shoppers to spend more time and money in their stores, according to a new study by the University of Canterbury.
"Department stores in particular are known for their Christmas window displays which are used to draw people in. Equally, performance groups such as choirs, or the ability for kids to meet Santa are all things that can make shopping more of an event at this time of year," Professor Paul Ballantine said.
He said shoppers were becoming smarter about how they shopped and had learned to wait for a sale or to buy goods at the weekend when deals were often better. He said sales were also becoming more in your face to attract the price-conscious shopper.
"What this does (constantly discounting prices) is undermine store loyalty, as people are more willing to shop around, and increases price sensitivity as people no longer want to lose out by paying full price. It also means that consumers anticipate when sales occur."
