
Christmasworld is nothing short of unique. Once a year, it welcomes visitors and exhibitors to five days in Frankfurt for the world’s biggest trade fair for seasonal and festive decorations.
— It’s very, very big, and organised together with Ambiente and Creativeworld, so visitors get three shows for one ticket — the one-stop shop for the whole industry, says Stefan Schopp, Show Director. Most importantly, of course, he says, we have a worldwide unique product range of seasonal decorations, including the world’s biggest candle show. For the B2B sector, the product group visual merchandising and light is our USPs. Here, Christmasworld presents large-scale decoration for shopping centres, big hotel chains, or airports and offers lots of inspiration for city marketing. Our mix of products of seasonal decoration is unique — you can find anything you need for any festive day of the year.
It’s also so fascinating to see the show in early February, when you might be slightly tired of Christmas.
— It is important to plan the trade fair at the beginning of the year, as orders are often placed directly after the Christmas period for the next one. And the industry needs the time; the Christmas bubbles hit the retail shops in the upcoming August or September. The exhibitors need to know what quantities to produce.
In the times we’re in, including macroeconomic challenges, interest rates, and such, the industry underwent a decline in Christmas season shopping in Scandinavia. What’s your view, is seasonal and festive retail as important as before?
— Yes, definitely. In difficult times, we reflect on the important things in life; family, home and holidays will always play a very special role here. Our ranges are companions on this quest. Despite the challenges in the global market, we are pleased with the feedback from the industry.
From your perspective, what’s the key for a retailer to become successful in the Christmas retail?
— You obviously have to look at the market needs and form a resilient network in the industry. Attracting people is a question of visual merchandising and a diverse product offering. To inspire visitors here, we have a special presentation, called Decoration Unlimited, designed by our Dutch long-lasting partners 2Dezign. They are creating a fantastic atmosphere and showing the visitors how they can combine products and generate a unique point of sale, says Schopp. He continues:
— We also have an unforgettable trend presentation, representing the styles of the coming season. In summary, exciting product ranges, an inviting presentation at the point of sale and resilient networks in the industry promote success in retail.
What are the main reasons for an exhibitor to come to Christmasworld?
— For exhibitors the quality and the quantity of the visitors are really important. They come to do business and to connect with people from the industry. Networking is definitely the buzzword of the current date and time. Personal encounters are always essential for business success. This is why trade fairs work and will work in the future.
What are the main reasons to visit you in Frankfurt?
— It’s about the personal contact and to get inspiration for the business. And, of course, to order new products. Particularly in the consumer goods industry, it is very important to hold the products in one’s hands, to test the handling, and to be physically convinced by the goods. And, to have a good time!
For the last decade, Ambiente, Christmasworld, and Creativeworld have presented Ethical Style, the joint programme to give visibility to companies and products that focus on sustainability.
— The scheme provides orientation for the trade and brings together supply and demand, Schopp explains. Buyers looking to make their ranges more sustainable can find participating exhibitors using the Ethical Style label on the stand and in the online exhibitor search. Sustainability and the connection to nature are also a component of the trend presentation and are brought to life with exhibitor products.
Lastly, what’s the trend to watch for seasonal and festive retail?
— We see a strong development for licensed products. Business here is stable and doing well across all industries. For example, Disney products that decorate the Christmas tree come to mind and take us back to our childhood.