Stores that decorate seasonally generate more sales than stores that don’t decorate. That’s all I need to know about why you should decorate. I like selling games. If hanging streamers makes people buy games, that’s enough reason for me.

If you need more reason, seasonal decorations appeal to the community, which is our raison d’être. Decorating gives the store identity. It shows that you care about the customer’s general happiness and well-being and not just their wallet. Decorating also gives the crew a fun chore they can enjoy.

Set a Budget

FLGS launched on a low budget. Not a shoestring as I’ve defined it elsewhere, but finances were tight. Fortunately, we had a Dollar General next door. Each year, I allocated $30 for Christmas decorations. The first year we had a little garland that we put up around the counter, some flashing lights, and a tiny tree. When it came down, it all went into a little box for next year. Each year I added another $30 worth of decorations. Eventually, it filled the store. Naturally, that became the model for seasonal decoration. Start with a few essentials, then expand every year.

Set a budget for your store according to your stage of growth and available resources. I would not spend $2,000 if my expected sales for the month are $20,000. Once you have a budget, assess the options and get the biggest bang for your buck first. Also, consider how many times to decorate each year. Ideally, do this in conjunction with your Annual Marketing Calendar.

Decorating Occasions

While some holidays are obvious candidates for decoration, others might surprise you with their marketing potential. Here’s a list to inspire your decorating efforts:

Halloween

Spooky decorations like cobwebs, skeletons, and black lights can transform your store. Highlight horror-themed games like Betrayal at House on the Hill or Arkham Horror. Also, host a costume contest or run a one-shot RPG with a horror theme to tie into the season.

Thanksgiving

Decorate with warm tones, autumn leaves, and cornucopias. Create a cozy vibe by promoting family-friendly games that bring people together, like Codenames, Ticket to Ride, or Dixit. A gratitude wall where customers can write what they’re thankful for adds a community-building element.

Christmas

Classic decorations like twinkling lights, garlands, and ornaments create a festive atmosphere. Feature a “12 Games of Christmas” sale. Offer a deal on a different game each day. A small tabletop tree decorated with dice and miniatures adds a thematic touch.

Magic: the Gathering Pre-releases

Embrace the theme of the upcoming set with specific decorations. For example, a forest-themed set could inspire trees and vines, while a gothic set might feature candles and faux stone backdrops. Highlighting the set’s flavor connects the environment to the product.

Other Opportunities

Valentine’s Day

Pink and red accents paired with two-player game promotions.

Summer Themes

Beach vibes or tropical decorations during the slower summer months.

Local Events

If your community has festivals or parades, tie your decorations into those events.

Indulge the Crew’s Creativity

Encourage staff to dress up for the event. Not everyone will, but some people love any excuse to be out of uniform. Allow them to indulge themselves on controlled occasions, and they’re more willing to follow uniform policies the rest of the year.

For example, on Halloween, invite staff to wear costumes, and maybe even offer a small prize for the best-dressed employee. For Magic Pre-releases, suggest outfits that align with the set’s theme, encouraging creativity and enthusiasm for the event.

Practical Tips for Decorating

Keep It Safe and Functional

Decorations should enhance the space without getting in the way of customers or staff. Avoid cluttering walkways or blocking shelves, and remember to beware of trip hazards. Bring attention to the products instead of concealing them.

Highlight Key Products

Use decorations to draw attention to featured items. A holiday wreath around a display case or a themed table runner under a game demo setup can focus customers’ eyes on what you want to sell.

Reuse and Repurpose

Invest in durable decorations you can reuse year after year. For Magic pre-releases or similar events, consider generic themed items (like fantasy props) that can work for multiple occasions.

Solicit Feedback

Ask your customers and staff what they liked about the decorations. Did they enhance the shopping experience? Were they distracting? Were there any missed opportunities? Use this input to improve year after year.