Gift Focus - Nov/Dec 2019 (Issue 116)

54 Christmasworld 2020: fresh and innovative Christmasworld supplies the international decoration trade with new products and eye- catchers for the busiest and most magical time of the year Christmasworld focuses on the point-of- sale experience as a factor for success. Once again, it’ll be an indispensable ordering platform for the trade from 24 th - 28 th January, 2020. Approximately 1,000 exhibitors are expected to take part in this leading trade fair for seasonal and festive decorations. Social change and digital transformation are leading to modified consumer behaviour and new business models. Today’s ‘hybrid customer’ wants to take advantage of both the offline and online worlds. In demand are convenience and service offers, such as click & collect, as well as experiential factors, which make shopping and spending time at the point- of-sale more attractive. With the on-going process of urbanisation, this is becoming more important than ever before. Christmasworld shows how to produce a ‘wow’ experience. Expect quality product choices that reflect the current zeitgeist. Also important are lighting effects and visual merchandising, which intensify and boost the shopping experience in the bricks-and-mortar stores and city centres. Seeing, testing, smelling, feeling and tasting are the unbeatable advantages of shopping offline. Moreover, the exchange of information within the community – something of ever greater importance for the younger generation – cannot be reproduced online. In the future, sales will be generated via the shopping experience and no longer via the product alone. To be part of a brand or lifestyle is a new shopping incentive and, for this, Christmasworld offers so much inspiration. Christmasworld combines emotion and business with retail theatre to generate business success. With product ranges from hand-blown Christmas-tree baubles to large-scale illuminations for shopping malls and city centres, exhibitors can reach trade buyers from retail channels of all kinds. Visitors include small gift boutiques to shopping centres, from DIY and MIY markets to furniture and furnishing stores, from florists’ to garden centres, and even representatives of local authorities, as well as hotel operators and visual-marketing specialists – all of whom seek inspiration at Christmasworld. Inspiring highlights and news In addition to the products shown by the exhibitors, the complementary programme of events offers a host of fresh ideas to attract customers to browse and buy. Prepared by the designers of Stilbüro bora.herke.palmisano, the Christmasworld Trends for 2020/21 will be shown under the motto ‘family matters’ and spotlight the desire for a mindful lifestyle coupled with greater sustainability. The trend area in Hall 11 is the most important source of inspiration for tomorrow’s colours, materials and designs. IN BRIEF Show Christmasworld Organiser Messe Frankfurt Where Messe Frankfurt, Germany When 24 th - 28 th January, 2020 Website christmasworld. messefrankfurt.com