Seasonal displays: From beach feels to shopper action

You know it’s summer, not just because of the heat, but because retailers are doing their best to convince us we’re already at the beach. Suddenly everything is sun-kissed, striped, and/or scented like tropical fruit! And while that seasonal atmosphere can be fun, if you’re a CPG consumer insights nerd like I am, you’re probably not just soaking in the summer vibes—you’re also watching closely to see which seasonal campaigns actually work for the brand, and which just make us long for vacation.

That’s exactly what inspired me to write this piece. Because seasonal in-store marketing is a powerful opportunity not just to reflect a mood but to reinforce brand positioning, connect with real shopper needs, and guide them toward conversion. And while some displays nail it, others feel rushed, disconnected, or incomplete. We owe it to the brand (and the budget) to see these campaigns through to a successful conclusion.

Yes, summer displays are already out there. But it’s not too late to learn from what’s working and what’s not—and use those insights to get a head start on those upcoming winter and Christmas campaigns. Too soon? Maybe. But with some retailers already pushing Halloween and back-to-school merchandise to market, let’s be honest: we’re probably right on time to discuss Christmas planning.  Hopefully the following will offer good direction to guide success.

Capturing attention is only half the battle

This article wouldn’t exist if it weren’t for Glade’s display that not only caught my attention but made me stop and ask myself: What am I missing? While I appreciated the attempt to tie into summer and the upcoming 4th of July as usage occasions, it also reminded me how quickly teams often move to bring seasonal displays to market, sometimes at the expense of key branding opportunities. In this case, retail execution didn’t fully align with what I imagined were the brand’s strategic intentions.

Here are three key takeaways from this example:

1. Visual Identity and Brand Familiarity – A display should leverage recognizable brand cues. In this case, the top panel lacked Glade’s established brand mark, potentially limiting its ability to attract loyal shoppers at a glance.

2. Consistency in Positioning – Mixing seasonal and mainstream products with varying packaging designs, even unintentionally, can create confusion. It dilutes the message and weakens the display’s intent to highlight new, limited-time seasonal offerings.

3. Packaging Still Does the Heavy Lifting – Names like “Summer Pops” and “Beach Life” fit the summer theme, but in the air care category, shoppers typically buy based on fragrance. The actual scent profiles weren’t clearly stated, which can hinder quick purchase decisions.

The ABCs of a successful POP display

Our research continues to show that POP displays outperform other POSM formats in terms of visibility and stopping power, especially when placed in high-traffic areas like store entrances, main aisles or other “hot” zones.  Brands must also consider shopper flow and sightlines to ensure displays are visible from multiple angles and distances to achieve 100% visibility (or as much visibility as possible).

Also, the message must be front and center, and it must be simple to comprehend. Short messages are more likely to be remembered. Most importantly, the display’s main value proposition needs to be unmissably placed near the core message and highly visible, as it reflects an offer tailored to the shopper’s seasonal needs. Wondering if it’s okay for part of your message to run vertically? It’s not. Horizontal text supports seamless readability. And when it comes to visibility, bold colors and creatively shaped displays, especially those with strong contrast, make all the difference.

Why Stop at One Display? Create a Full POSM Journey

One display alone doesn’t make a seasonal campaign. Effective merchandising must overcome three key hurdles we call: See it, Like it, Buy it.

First, you need to snap the shopper out of autopilot. To drive purchase, they have to see you, meaning you must disrupt their path and capture attention. Next, they need to like what they see. This happens when you assist the shopper by reinforcing product understanding, highlighting key features or brand cues, or removing friction to create a smoother, more enjoyable experience. Finally, you need to close the sale by building a clear, compelling story that showcases the product’s benefits, features, or emotional appeal, helping the shopper feel it’s the “right choice for them.”

In other words, leverage as many POSM tools as possible to create a cohesive shopper activation plan throughout the store. Use the entrance to build awareness, secondary displays outside of the aisle to trigger shopping impulse and disrupt the shopper’s usual routine, and end the journey at the aisle by reinforcing key messages and driving conversion.

In conclusion

Running a seasonal in-store POSM campaign is a valuable opportunity to connect with shoppers at the point of sale, creatively and confidently, showing that you understand their needs and follow the rhythm of their lives. But it’s a missed opportunity if only done halfway.

Retail environments are busy, and your brand is just one of many that retail and category managers need to accommodate. You can’t afford to test endless creatives and POSM placements on-site until everything is perfect. However, with highly realistic Virtual Stores and a robust behavioral testing framework, you can do exactly that - remotely and within a reasonable timeframe.

From the number of displays to their placement, branding effectiveness, and even their influence on purchase intent, everything can be tested before going in-store. The opportunities are there; let’s make the most of them because Christmas is right around the corner!

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