Selling Autumn with Elegance

Over 20 years of writing this blog for decorators and designers, stylists and retail display artists, I have received quite a few emails about how the fall season seems to bring out a two-party system. And I'm not talking politics!

What I'm referring to is the fans of Halloween and those who don't celebrate that holiday. It's an issue that affects retailers more than you might realize... many become frustrated about the 'invasion of the ghoulish' in store windows all over town. The windows and shops all seem to be overwhelmingly filled with bright orange, purple & green with black, and an abundance of goblins ghosts and ghouls comes right along with that. "I don't DO Halloween" some retailers say - and though that may seem like retail suicide to some, I understand their point of view.

Continue reading for some elegant solutions to this dilemma... 
Halloween has certainly grown in popularity - sales of Halloween decor now equal those for Christmas decor. Some stores and their customers take the scary path - dark, creepy, gothic. Some go the cute route, with scarecrows and pumpkins with smiling faces and kid-style decor. And some stick with the Harvest theme, for many reasons.

My view is this: whatever you do, make it an expression of your store's style and brand, and make sure you are 'speaking your customers' language'.

If they come to you for a particular type of merchandise all year long, that should help you figure out their style so that you can use the info to guide you in your seasonal choices. You should NOT head off in a different direction just because you feel the pressure from other shops around you. Yes, you have a lot of competition out there - in your town and on the internet - so remember that being unique is a strong sales point, and utilize it.


Picture an elegant boutique, filled with antiques & vintage items, and new products that are either made from vintage elements or new with vintage flair. It's soft, feminine, warm, cozy, and appeals to those who love Shabby Chic and Vintage French style. Bright orange does not work in a store like this. Your customers likely don't do the bright color thing, either - so you need to offer them items and ideas for their homes based on the style they already love.

Rather than bringing in jack o' lanterns and skulls, focus on the splendor of Fall, Autumn, Nature, and Harvest themes to fit the subtle image of your store and brand...

You probably already have a wonderful selection of items in soft ivories & tans, golds and crystal. By adding some pale colored gourds, pumpkins, apples, and candles to it, you shift the mood and are on the right track. A few bare branches, bundles of wheat, and some excelsior bring touches of nature into her displays as part of the pale scheme. Bleached out oak leaves are a soft touch and very unusual. Anything handcrafted by local artisans + artists in fall hues is a perfect addition.

The effect of being in the shop is of a soft, enveloping cashmere sweater wrapping around you - now who doesn't want to take that feeling home?!

If this doesn't say Autumn elegantly and serenely, I don't know what does...

Go out on a limb, make your own statement. You don't have to buy into the hype that things are done one way only. And trust me, your customers will love you for it!

Major higher-end retail chains like Terrain, Pottery Barn, Restoration Hardware, and the Magnolia Brand focus on this kind of Autumn offerings... because it appeals to the demographic of buyers who shop with them.

It SELLS.
And that's what they are in business to do... and it will work for you, too. 

Happy Fall, Y'all!