What are the benefits of investing in a really good window display?
The rewards of capitalising on these areas are immense and something a growing number of retailers are now becoming aware of. When it comes to attracting attention, nothing could be more effective than a really eye-catching display, particularly in a craft shop where people already tend to be very creative. Businesses must therefore view their windows as stages where they can create truly jaw-dropping scenes that will really wow their customers.

At the moment, there seems to be a really big move away from big posters and printed materials, with 3D props and eye-catching features becoming increasingly popular. Snow machines are particularly trendy right now and we are seeing a growing number of retailers using them to add a slightly more festive feel to their displays. The key is to create an area people will view as more than just a window; it needs to be somewhere they will want to photograph and tell their friends and family about later.

In today's increasingly competitive market, retailers are definitely under much greater pressure than they once were and while making a few changes here and there – hanging up a few pieces of tinsel or a couple of Christmas decorations, for instance – might have been enough to get people through the door two or three years ago, nowadays customers expect far more.

What are the most important factors craft shop owners need to consider beforehand?
Capitalising on the interests of the demographic they are targeting should be at the top of every retailer's agenda and something they invest a great deal of thought and effort into getting right. At the end of the day, the ultimate goal is to make people want to walk through your door, and whether it's through placing a massive statue of Santa outside your store and literally directing passers by to your shop, or by putting together a really eye-catching window display, the more adventurous you can be, the better!

Don't just use posters to promote what you have in store, show them by incorporating as many of the products you sell into your displays as you can. Think outside the box and always try to do something that will really make people stop and stare. For instance, why not try placing a statue of Santa carrying a range of your goods in the window, or decorate a life-size Christmas tree with some of your best-selling lines?

Remember, everyone loves something sparkly and targeting youngsters with your displays is a great way of ensuring their parents visit your store. Anything that is likely to attract their attention – brightly-coloured buttons, beads and glittery pens, for instance – is therefore definitely worth incorporating, as are any additional props, such as large candy canes or giant stockings, that will appeal to children.

What are the common pitfalls to avoid?
Many people focus far too heavily on pleasing the customer base they already have, rather than using their displays to attract business from people who might not usually visit their stores. This is a huge mistake as it's highly likely their regulars will buy from them whatever their windows look like. It's therefore vital for owners to put together really inspirational displays that will instantly make the public want to take up crafts and purchase something from their shops.

How can retailers make sure they stand out this Christmas?
By going the extra mile and really thinking outside the box when it comes to the displays they put together. It's ultimately about being as creative, original and innovative with your ideas as you can and ensuring you are always one step ahead of your competitors with everything you do. Remember, it's not only windows you can capitalise on, but also your doorways and outer areas as well – transforming the former into a grotto-style entrance for instance, or placing a giant Christmas tree with signs pointing to your store in the latter.

What are your top tips for success?
Customer feedback is without a doubt the most valuable tool any retailer could ask for and something every shop owner should place at the core of their business plan over the next year. It's therefore essential to communicate as much as you possibly can with your shoppers, ensuring you ask them how they found you and what initially attracted them to your store. This will give you an insight into the typical traits of the people who purchase goods from you and enable you to identify the areas you need to place greater emphasis on.

However, it's not just about getting customers through your door, but ensuring they want to buy something while they are there as well and it's often very small touches which don't cost much – offering a freshly-baked cupcake, glass of mulled wine or mince pie with every purchase during the Christmas season, for example – that can really make a difference.

Do you have any further advice?
The key is to appeal to all your customers' senses; attracting them visually with your displays and acoustically via the Christmas songs you play. Smell is also very important and it's definitely worth investing in some festive-style scents to really get people in the mood. It's ultimately about doing as much as you can to make your customers' experience of your store as memorable, pleasurable and unique as possible.

Theme Traders offers a range of props businesses can incorporate into their displays. For more information, please visit http://www.themetraders.com

Have you done something different with your window display? If so, we'd love to hear from you. Email your stories and pictures to .(JavaScript must be enabled to view this email address)