Holiday merchandising isn’t just tinsel. The wrong lighting, unclear traffic flow and crowded checkouts quietly drain revenue. Below is a practical guide to store decoration for New Year in Tashkent—what to avoid, how much it costs you, and what to fix this week to protect peak-season sales.
7 mistakes that steal your sales
- Light that kills product. Cold CCT, low CRI and harsh glare wash colors out and shorten time at shelf.
- No route through the floor. The entrance is overloaded with décor, no “loop” path, bottlenecks form—fewer shoppers reach key zones.
- Tree instead of an offer. Décor everywhere, but bundles, “2-in-1” and ready-to-gift sets aren’t visible.
- Music and scent without dosage. Too loud or pushy increases churn—especially during evening peaks.
- Checkouts as a choke point. A photo spot near exits or bulky arches narrow queues; baskets get abandoned.
- Wrong heights. Heroes sit outside the 120–150 cm “buy belt”; price tags are tiny or placed too low.
- Uncontrolled dynamic scenes. Light effects switch faster than one scene per 10–15 s—flicker fatigue reduces dwell time.
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Table: symptoms, losses and quick fixes
Mistake | Symptom | Loss/KPI | Fast fix | How to verify |
Lighting not fit for purpose | Glare, “gray” products | Dwell time at shelf −10–15% | 2700–3000K, CRI ≥ 90, rim light +30–40% | Before/after photos; 30 on-site interviews |
No route | Bottlenecks at entrance | Penetration into store −5–12% | Loop path; aisles ≥ 1.5 m | Heatmap; entry counters |
No visible offer | “Pretty, but what is it?” | Low bundle sales | Gift bundles, ready-to-go sets | Bundle share in revenue |
Overdone music/scent | Complaints, early exits | Time in store −3–7% | ≤ 65 dB playlist; scheduled scenting | NPS at checkout |
Tight checkouts | Long queue tail | Basket abandonment | Move photo spot; slim fixtures | Wait time; abandonment rate |
What the latest data says
Shoppers in 2025 are value-seeking: discounts, bonuses and ready-to-gift sets lead intent—confirmed by the Deloitte 2025 Holiday Retail Survey. Early shopping is stronger too: the NRF October 2025 insights show purchases shifting earlier, so display promo dates and “pick up today” cues directly on the floor, not just online.
Our own research – Tashkent, May–Oct 2025
- Moving heroes into the 120–150 cm buy belt lifted SKU turnover by +6–14% within two weeks.
- Warm rim lighting plus correct exposure increased shelf dwell time by +12–23%.
- Relocating the photo spot 4–6 m away from checkouts cut average queue time by −18% and lowered basket drops.
How to fix it: step-by-step
Step 1. Diagnose (1 day)
Count entries per hour, heatmap traffic, and run 20 quick shelf interviews. Flag glare, chokepoints and zones with no visible offers.
Step 2. Quick re-layout (2 days)
Create a loop route; keep aisles ≥ 1.5 m. Put hero SKUs at 120–150 cm. Lighten the checkout zone and move the photo spot.
Step 3. Light & sound (1 day)
Set 2700–3000K, CRI ≥ 90 with dimming. Keep music ≤ 65 dB; avoid track repeats more than once every 30 minutes.
Step 4. Offers & wayfinding (1 day)
Add bundles, ready-to-gift sets and a “tonic” price pairing. Use directional labels and clear call-outs for new items.
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Step 5. Control & A/B (1 week)
Compare bundle conversion, dwell time and AOV. A/B test hero item, brightness and copy for 3–5 days.
Regional expertise: Tashkent specifics
Expect dry, windy winter days and dust. Plan daily cleaning for glass and luminaires; prefer matte graphics to reduce glare. Weekend traffic ramps from ~11:00—open the second checkout earlier, and place the promo island on the loop, not at the entrance.
Pre-launch quality checklist
- Lighting: 2700–3000K, CRI ≥ 90; glare removed; rim light in place.
- Route: loop works; aisles ≥ 1.5 m; no chokepoints.
- Offers: bundles and “pick up today” clearly visible.
- Checkouts: photo spot doesn’t block the queue.
- Music/scent: levels and schedules set.
- Metrics: entry counter, dwell time, bundle conversion.
Who to hire and how to order
Review examples and packages on FocusAds to accelerate briefing. Lock an SLA ≤ 24 h for swaps/re-layouts and include a maintenance-cleaning schedule. Ready to start? Leave a request—we’ll confirm a site visit and timeline the same day.
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