Budgeting

The sheer mass of bunting in this window in Urban Outfitters’ London store creates a dramatic scene. The bust forms move the main prop (the bunting) with their articulated arms, and one has a camera with which to take pictures of the public.

Retailers will expect big promotions to draw more attention than usual to the store. These will be costly, and it is essential to plan and budget for such events. An annual window budget should be divided to cover all the costs of the planned window schemes. Most retailers will mix expensive and overstated windows with more modestly priced schemes during the course of a year.

A Christmas scheme will always incur the most cost. Any seasonal window will need to be planned early; many prop-makers, freelance dressers, and window technicians are in demand. It is always wise to ensure that any extra help required is budgeted for and booked in advance.