Window Displays: A Guide to Designing and Measuring Success (2025)

Brick-and-mortar retailers have only a few seconds to attract—and hold—a buyer’s eye with window displays. 

The right window display design engages shoppers so they stop, look back, and enter your store, where your staff helps close the sale. Attractive window displays also showcase new products, highlight promotions, enhance your brand image, and differentiate your store from competitors.

So, what’s the secret to turning heads and driving sales? This guide to window displays reveals that and much more.

Ahead, the guide covers how a window display serves your retail business and how to use core design principles in your windows, then shares loads of real-world examples to inspire you, and the steps to create your masterpiece. Finally, it shows how to measure the success of your display on foot traffic and sales.

What is a retail window display and why does it matter?

A retail window display is a curated scene that customers see first from outside your store. It’s a powerful brand statement that stops passersby and invites them inside. 

Done well, a good window display:

• Captures new foot traffic: A striking display turns unfamiliar pedestrians into curious shoppers.
• Showcases newness: Highlight hero items upfront that trend online but underperform in-store to spark demand.
• Acts as a live retail lab: Swap products in real time when production is delayed, tariffs shift, or wholesale feedback force assortment pivots.
• Syncs online and offline storytelling: If your website banner headline features a seasonal campaign or capsule drop, match it with the window for a consistent retail brand narrative. 

Refresh your window display to keep pace with new shipments, seasonal moods, and monthly merchandise flows. 

The core principles of effective window design

Tell a story with a theme 

A clear theme gives context to your products. For example, if it’s US Open season, showcase a courtside collection in your display. Luxe layers are a common theme for early fall in markets where the weather starts to get a bit colder. 

Planning teams map these narratives a year ahead, yet leave room to pivot if needed. There may be a late-breaking trend (e.g., Beyoncé-inspired cowboy season) or supply chain disruption that requires a different story. 

Create a clear focal point 

One hero piece, often a bestseller or bold new arrival, anchors the display and directs the eye. Supporting items, props, and signage should frame, but not compete with, the focal product to reinforce its must-have status. 

Use color psychology to evoke emotion

Tonal cohesion drives the mood home. Try energetic reds for a limited-time sport capsule or calming neutrals for wellness gear. Consistent palette choices make the storefront design recognizable from a distance.

Master balance and space

A key part of an effective window advertisement is the right visual balance. This includes creating complete outfits mixing different materials, shapes, and textures, such as wide-leg pants paired with sleek knits or crisp woven fabrics set off with denim. 

Beyond the products themselves, it’s important to incorporate props to create depth and dimension within the window space.

Adapt to the market

Window displays should adapt to their location. Commercial markets and more fashion-forward markets appreciate newness and emotional dressing. 

Displays must hit the right notes geographically for the area’s specific consumer base. A window in Paris or New York City, for instance, will be different from one in a less novelty-driven market.

Types of store window displays

Here are the most common types of window displays you’ll encounter:

• Open-back window display: In an open display, there’s nothing separating the window from the rest of the shop. They’re great for exhibiting clothes on mannequins and body forms and showing off your store’s interior design. However, open window displays make it difficult to hide fixture accessories, like wires. 
• Closed-back window display: Closed window displays have a wall or backdrop separating them from the store floor. They emphasize the products on view by eliminating distractions from inside the shop. Because they block natural light, compensate with ample floor lighting in the shop.
• Shadowboxes: Shadowboxes are small, box-like objects most often used to display petite, detailed items like jewelry, shoes, or makeup. They’re usually only big enough for one or two people to view at once.
• Corner window display: As the name implies, a corner window display is set up where two windows come together in a corner, creating a large, box-like display. Corners are optimal for attracting shoppers approaching from any direction and showing off products from more than one side. Sometimes it’s challenging to arrange products in these displays in a way that looks attractive from different viewpoints.

20 window display ideas for visual merchandising

A great window display stops traffic and brings customers inside. Find the perfect concept for your brand with these 20 ideas, grouped by themes from minimalist luxury to interactive tech.

• Minimalist and luxury displays
• Interactive and tech-integrated displays
• Holiday and seasonal display ideas
• Storytelling and narrative displays
• Bold color and prop-heavy displays

Minimalist and luxury displays

1. Do less

Minimalist displays focus on a clean, simple display with a few key products to draw attention to their quality and design. Resist the temptation to fill up a window to maximize the space. Cramming too many items into a display devalues your products and looks cluttered. Focusing only on one item communicates to passersby that it’s special.

Retailer John Lobb designs minimal, artistic displays that showcase their products like an art gallery. The result is striking, modern, and quiet luxury. 

2. Commit to a theme

Choose a theme and go for it! Use vintage props and decor to create a nostalgic feel that highlights your products in a historical context. Or integrate plants, flowers, and natural elements to evoke a calm and inviting atmosphere.

Known for their elaborate window displays, Saks’ collaboration with French design collective Vetements did something unexpected by featuring nothing but a pile of old clothes.

An overt statement about sustainable retail and the rise of fast fashion, the pile contained donated clothes, out-of-season stock, and loose hangers. It grew bigger each day, representing excess and consumerism in fashion.

While many walking by did a double take, assuming the display was a work in progress or even a mistake, it enhanced Saks’ image as a retailer with a conscience. And it got people talking.

3. Connect with the community

Highlight local landmarks, community events, or collaborations with other local businesses. You might even promote a good cause in your window display to help boost your brand image. Something unusual in your window also grabs the attention of passersby.

UrbanGlass is a nonprofit organization in Brooklyn dedicated to the glass arts. Their window displays serve two purposes.

The first is to educate the public about the art on display.

“We start[ed] using QR codes [in our windows] to provide visitors with context to our exhibitions,” says Art Center program manager Meg Wachs. “We want to allow any passerby on the sidewalk a chance to learn about the work on display, even if our space isn’t open in the hours that they may be passing.”

The second purpose is to drive retail shop sales. 

“We had a gap in our Window Gallery exhibition calendar at the holidays that seemed best optimized by adjusting the work on display to products from our retail space,” says Meg, adding that she also configured the QR code to point to their holiday gift guide. “Even within a retail space, we try to educate the public beyond what their experience with glass is.”

Interactive and tech-integrated displays

4. Install a vending machine

Retail vending machines are a modern concept that allows shoppers to make purchases using self-service machines. While vending machines are most used for snacks and refreshments, product-based brands have also tapped into the opportunity. 

Commonly seen in airports, there’s no reason you can’t incorporate the idea into your retail shop. This gives passersby a chance to make a quick buy without even setting foot in your store.

5. Go interactive

An experiential window brings products to life and attracts passersby to immediately interact with your brand. “It’s always to your benefit as a retailer to create an experience,” says Joline Mujica of WindowsWear. “You want to create a moment that will show up well in an [Instagram Story], a Snap, or a video.”

Inviting buyers to download an app on the spot encourages in-store sales and future online purchases while capturing engaged customers for marketing purposes. Incorporate touchscreens or QR codes that allow customers to interact with the display and learn more about the products.

A scannable QR code on the glass breaks the fourth wall by inviting passersby to download the Gucci app and experience an animated version of the art. For Gucci, this approach was very effective at engaging younger buyers through targeted marketing. 

6. Tell a unique story

A creative window display that’s completely different from your competitors attracts eyeballs on the street and extends the reach of your content through social media sharing. Create a narrative or story that unfolds across the window, drawing customers in to see the conclusion, like the Yayoi Kusama for Louis Vuitton rollout.

7. Create an optical illusion

Use 3D and augmented reality (AR) technology to create optical illusions that intrigue passersby. With a digital-first display, you can create all-out experiences, like this giant 3D screen illusion visible from the street. 

8. Integrate AR technology 

Retailers are using augmented reality more and more to enhance the shopping experience and expand their brand’s reach. AR elements allow customers to use their smartphones to see exclusive content or virtual try-ons when they view your display.

Holiday and seasonal display ideas

9. Dive into the season

Putting extra resources into your window display at certain times of year can pay off big. Winter holiday windows attract extra foot traffic as holiday spending increases year over year. 

Design the window using appropriate colors, props, and products for spring, summer, fall, or winter. Consider themed decorations and products for upcoming holidays like Halloween, Valentine's Day, or Christmas . This is another opportunity to leverage your brand. Is your brand cool and sophisticated with snowy fir trees and silver and gold ornaments? Or is it bright and fun with eye-popping colorful decor?

In the example above, Oak and Ivory chose a fall theme to reflect the season. 

10. Showcase art

Use your window display space to showcase beautiful art. Collaborate with artists to create a unique art piece that incorporates your products. 

Or commission someone to paint an inspired mural on your storefront. This also supports your local community, which may inspire shoppers to support you in return. 

11. Have fun with lights

A bright and well-lit window display is always eye-catching, especially at night. “By lighting it properly, you avoid negative shadows that can make garments look small or dowdy,” Mujica advises. 

There are lots of inexpensive, programmable LED options available to create vibrant, dynamic displays. Just be careful with harsh effects, like strobe lights, that some passersby find hard to look at.

12. Showcase endorsements

If you work with influencers, celebrities, partners, or other types of endorsers, feature them in your window displays. Print images or quotes or highlight a curated collection from a specific collaborator. There are so many ways you can tap into this opportunity for your retail window displays. 

📚Read: 9 Christmas Window Display Ideas for Your Retail Store

Storytelling and narrative displays

13. Showcase your mascot

Your retail store may not have a mascot like a professional sports team, but if you have any unique branding element, tap into it for a creative window display. 

Take a look at ALE-HOP below. The retailer has their branded cow in a front window display, almost making “eye contact” with people walking in Lisbon’s busy city center. 

14. Offer collections and bundles

Use window displays to group products into themed collections. Create a display for travel essentials at the start of summer or back-to-school supplies in July and August. 

Primark showcased their collection of baby products in similar colors in their window displays, as seen below. 

15. Showcase the value of your products

Provide more information about your products with your window displays. Creativity is important, but for smaller retailers, it’s crucial to have clear product presentation. You want to target the right buyer as well as let passersby know what you’re selling.

Use your window display to educate customers while selling products. For example, link QR codes to landing pages explaining the creative process behind your products.

16. Highlight deals and promotions

If you have any timely deals, sales or promotions going on, use your window displays to highlight them. Some displays use retail signage or decals to draw attention to the deals inside. This invites foot traffic to enter and explore more of what you have to offer. 

17. Show products in action

Show products being used in real-life scenarios, such as kitchen gadgets in a kitchen setting or camping gear in a mock campsite. Toronto apothecary Leaves of Trees unveiled a window display featuring oversized tubes of their skincare products suspended upside down with cascades of dried roses, grapefruit, and lavender “pouring” out.

It’s a striking display because of the props’ scale, and it highlights the natural ingredients in the retailer’s products.

Bold color and prop-heavy displays

18. Go all-in on color

Color is a key component of visual merchandising and helps influence buyer behavior. If your primary goal is to attract customers, red and orange in your window displays draw attention. It’s the reason they’re used for fire trucks and safety cones.

Use a bold and vibrant color scheme to make your display stand out from afar. Or go for pastels and subtle hues to appear approachable or make shoppers feel relaxed. Regardless, consider how the color makes people feel and if it matches your retail experience. 

Lacoste used color theory when they went all-in on the color red before opening a new location. They actually blocked off the windows with bold red before the store was open. 

19. Feature real people

Use live models in clothing or accessories to create a dynamic and engaging experience. Customers expecting to see mannequins will do a double take! If you sell apparel or accessories, set up a mini fashion runway with mannequins posing in your latest collection.

It’s not sustainable, but it’s a great window display idea for busy or important selling periods. Consider partnering with a local nonprofit or service club aligned with your brand. Members could be your models and combine live action, philanthropy, and community involvement.

20. Put in a carousel

How’s this for a whimsical and fun window display idea? Freehold Raceway Mall in New Jersey has a carousel that draws shoppers. You’ll also find a nonfunctional but decorative carousel in many of the window displays at The Fantastic World Of Portuguese Sardines shops. 

Mechanical model trains or animatronic figures in holiday windows use a similar concept.

How to create a window display 

Setting up your first retail window display may sound a little daunting. Luckily, you don’t need a design background to create a compelling store window display. Even if you don’t have the budget to hire a retail designer, it’s possible to DIY your own display.

Use these steps to guide you through the process of assembling your unforgettable store window display:

1. Define your target audience

Your audience impacts the products you choose to display, the colors you use, and the stories you tell in your windows. 

Keep your ideal customer at the forefront of your strategy. You’ll draw those people in and get them excited to shop with you. If you try to create a display that appeals to everyone, you’ll end up watering down your design and appealing to no one.

2. Assemble your retail window display toolbox

Before brainstorming complex ideas for your first retail window display, collect the tools for success. You don’t want to be halfway through the process only to notice you don’t have a tape measure or another essential tool.

Here are basic components you’ll need to get started: 

• Tape measure
• Scissors
• Stapler
• Two-sided tape
• Hammer and nails
• Utility knife
• Glue gun and hot glue sticks
• Screwdriver and screws
• Pen, pencil, marker, and notepad
• Props (any non-merchandise items)

These items will serve as a general tool kit for your display design. Depending on the design of your retail environment, you may need other materials to complete your project. 

3. Start with a story based on a theme

When it comes to conceptualizing a store window display, it’s best to start with a pen and paper. Before sketching out your window display ideas, start with a story based on a theme. Don’t worry, your window display’s design story doesn’t need to be complex.

Begin with a theme, then use your storytelling skills to turn it into something more sophisticated. 

For example: 

• Instead of “Christmas,” think “Nutcracker” or “12 Days of…”
• Instead of “Halloween,” think “Sleepy Hollow” or “Spooky Season.”
• Instead of “Valentine,” think “Cupid’s Mischief” or “Perfect Match.”
• Instead of “Thanksgiving,” think “Dressing Up a Turkey” or “Shop Local with Small Business Saturday.”

4. Create a focal point for the store window display

Once you’ve got a rough sketch using your story and theme, step out onto the street and give your window a good look.

Doing so helps you determine your design’s focal point. The focal point is where you want your prospective customers to look first and concentrate their focus. The central point of your display should be big enough to catch a shopper's attention, even on the other side of the street. 

Start thinking about the arrangement of products based on your focal point. Will you arrange your products on wires or shelves around the focal point? Or set them up in a pyramid? Explore different configurations to see what works best for your window display. 

5. Add props

Be creative and even unexpected with your props. Draw inspiration from the variety of materials stocked by your local art store. Think about cutting up foam boards, creating papier-mâché forms, or anything else appropriate for your brand and store. 

6. Set up your lighting

When it comes to creating an effective window display, lighting is often an afterthought, but a crucial component for people to stop and notice your design. 

Lighting creates moods, highlights certain products over others, and establishes a dramatic setting for your store window display. Strategic lighting helps direct onlookers' eyes to your focal point. 

Consider lighting displays from the sides and front. This technique will bring out the display's 3D quality. Plus, you can have some fun with light coming from different angles. Note, lighting top-down sometimes creates harsh shadows and undesired effects. 

7. Consider eyelines and vantage points

Grocery stores display cereals for kids on lower shelves and cereals for adults on higher shelves. This is where these customers’ eyelines land, and where their attention will be.

Keep window shoppers’ eyes in mind while building external-facing displays. If you own a children’s clothing boutique, for example, display kids’ products, like toys, low enough for children to see, and more practical products at parents’ eye level.

Beyond considering eyelines, it’s important to remember you’re designing a 3D display and not a flat one. Make sure it’s easy to see your products and props and that they look good from various angles.

8. Take a final look at your retail window display

Once you’ve got all the pieces where you want them, make sure to take a look at your window display from every possible angle. Very rarely is a person going to only notice a display when they’re standing right in front of it. Walk up to it from different directions. Check your focal point, how visible your signage or calls to action are, and if it all appears balanced. 

If you’re satisfied with the results, congratulations! Your store window display is ready to go.

9. Measure the success of your window display

Tracking performance shows whether your creative efforts are working, or if it’s time to pivot. Use these three metrics to understand your visual-merchandising return on investment (ROI):

1. Foot traffic: Track how many people come into your store and the average dwell time.
2. Sales of featured products: Track SKU-level sell-through for products in your display. 
3. Social media mentions and engagement: Track geotagged posts, likes, and shares to learn what people are saying about your display. 

Combine these data points in a dashboard for planning teams. If foot traffic rises but sales lag, swap the merchandise. If sales velocity jumps, iterate on the display to keep it appealing. 

Draw in customers with eye-catching store window displays 

Window displays are a powerful sales tool. They draw customers in, keep them engaged, and help initiate sales. When you get creative with your displays and enhance them with technology, you’ll convert passersby into customers.