2. Christmas Story Time

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Stories at Christmastime are magical. They transport us to a different world and that in itself is very much the trend for department stores and independent shops this year. From the stage setting for just one product to the enormous decorative designs for city centers and shopping malls, they all tell a story. Garden centers create whole forests with real Christmas trees, animatronics reindeer displays and Santa Grottos that will delight all ages. Figures from fairy tales greet us in shopping mall cafes and whole elf orchestras play to us outside supermarkets. The scenarios created for products will often stay in consumers' minds long after the actual campaign and Christmas itself is over.

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