SHOPPING LIFE

With Americans in a deep funk amid rising layoffs and shrinking retirement funds, retailers are pushing holiday displays and store events that are even more festive and colorful than in Christmas seasons past.

The goal, of course, is to get shoppers in the mood to spend in a season that some analysts say could be the weakest in 25 years.

Luxury handbag and accessories retailer Coach Inc. said it’s planning displays that are “more bold, colorful and emotional” than years past. They will include jewel-tone Christmas trees made out of ribbon, brightly colored boxes wrapped as presents, snowflakes made out of an arrangement of Coach handbags and real Christmas trees in some locations.

The company said displays will be part of a more integrated holiday message across in-store marketing, its Web site, packaging and advertising.

“Every way we touch the consumer will be infused with holiday energy and messaging,” said Michael Tucci, president of the North America retail division.

To add cheer, bookseller Borders Group Inc. is introducing a whimsical indoor campaign featuring line drawings of 90 different characters, such as a history buff or a jazz lover. It’s also making store events a bigger part of the holiday mix, including an open house at the beginning of December with activities, coffee and cookies.

“We’ve done events before, but we’ve stepped up activity,” said Rob Gruen, executive vice president of merchandising and marketing.

But Roth Capital Markets analyst Elizabeth Pierce says she doesn’t know if such activity will help during the holidays.

“Does it put consumers in a merrier mood? I don’t know,” she said. “What gets people in stores is great value on great items – that means a lot more than decorations.”

Still, she said it will be interesting to see what retailers “have up their sleeves.”

Associated Press