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Holiday Market – Opportunity or Pressure?
Christmas is a golden opportunity for cafes to attract customers, especially when consumer demand is high. A beautiful and warm space not only creates a comfortable feeling for customers but also easily becomes an attractive check-in spot on social media, helping the brand spread its word naturally.
However, the current economic climate presents significant challenges for the F&B industry in general and coffee shops in particular. Inflation, rising raw material costs, and tighter consumer spending habits are forcing many owners to carefully consider investing resources in elaborate and eye-catching decor concepts. This is a difficult balance between cost and profit, especially if the decor is merely to keep up with trends without considering long-term effectiveness, or if it lacks uniqueness and doesn't suit the shop's style; this investment can easily become a financial burden.
When decoration becomes a medium of communication.
Some establishments view Christmas decorations not only as a way to beautify the space but also as an effective marketing strategy. Attractive check-in photos from customers shared on social media can provide promotional value far exceeding the investment cost. This is why more and more businesses are willing to spend generously to transform their spaces for the holiday season.
Some establishments view Christmas decorations not only as a way to beautify the space but also as an effective marketing strategy.
However, focusing on these effects isn't always appropriate or effective for every establishment. Some places focus too much on decoration and forget about the customer experience. For example, a beautiful space that's too crowded, inadequate service, or unreasonably high prices can leave customers dissatisfied, leading to long-term loss of trust.
Should you chase trends or pursue long-term values?
Faced with this question, many restaurant owners choose to follow trends to create immediate appeal. Impressive and trendy decor concepts can quickly yield results, attracting a large number of customers to the restaurant in a short time. However, this strategy is usually only suitable for restaurants serving young customers who love novel spaces and are always looking for unique visual experiences.
On the other hand, pursuing long-term values—such as creating spaces that align with brand identity, investing in product and service quality—offers lasting stability. In a volatile economic environment, retaining loyal customers through consistent and unified experiences can be far more beneficial than simply chasing trends.
Located on Le Quang Dao Street in Nam Tu Liem District, Hanoi, Timi Cafe is an interesting example illustrating the balance between both strategies. According to the owner, with an investment of 150 million VND, Timi created a dazzling space perfect for customers to take photos and check in. However, instead of organizing more events or promotions, Timi focused entirely on enhancing the spatial experience and emotional value for customers. This aligns with the cafe's style – emphasizing intimacy and warmth without overemphasizing commercialization. Although it doesn't organize large-scale events, this approach helps Timi maintain its uniqueness and retain loyal customers.
With an investment of 150 million VND, Timi has created a dazzling space, perfect for customers to take check-in photos.
This is one of the approaches the owner is pursuing in terms of interior design investment: investment doesn't necessarily have to be about chasing trends, but should be based on financial capabilities, brand direction, and the actual needs of customers.
Another example is GreyB cafe at 381 Vu Tong Phan Street, Hanoi. This year, the cafe decided to invest in decorations, aiming to provide a warm and unique experience for its customers. The space is lavishly decorated with a large Christmas tree, sparkling lights, and exquisite decorative details, creating a truly festive atmosphere. In particular, the cafe also features artificial snow displays every morning, afternoon, and evening, giving customers the feeling of celebrating Christmas in a miniature European setting.
The owner of GreyB shared: "The cafe hopes that every visitor will not only enjoy delicious coffee but also capture memorable moments through beautiful check-in photos." This investment has made GreyB one of the attractive and ideal places for people to enjoy the festive season.
The cafe's interior was lavishly decorated with a large Christmas tree, twinkling lights, and exquisite decorative details, creating a truly festive atmosphere.
The meticulous attention to detail in the interior design reflects the owner's vision: the ultimate goal of the decor is to provide customers with the most authentic experience possible. GreyB focuses heavily on personal perception through its layout and decoration. This careful, thorough approach to renovation, along with a clear understanding of the target audience, has resulted in GreyB achieving significant positive results.
Is it worth investing in holiday decorations?
The answer depends on each establishment's intentions and desires regarding its different target customer groups. For establishments with a youthful style, targeting Gen Z or customers who love to take photos for social media, investing in Christmas decorations can bring significant benefits, not only in revenue but also in brand value. However, smaller establishments or those with limited financial resources need to carefully consider their options to avoid ineffective investments.
More importantly, decor should be considered part of an overall customer experience strategy. A beautiful space needs to be coupled with good service, quality drinks, and the emotional value the establishment provides. Otherwise, even with a large investment in decor, the results will be limited. Furthermore, this approach isn't suitable for every establishment. For businesses targeting different customer groups, such as middle-aged individuals or those seeking a quiet space, a large investment in decor may be unnecessary. Instead, these businesses could focus on improving service or menus to enhance the customer experience.
Christmas decorations are becoming an important part of the business operations of many cafes, especially those targeting younger customers. However, this is not just a trend but a strategy, requiring careful consideration of finances, style, and long-term goals. With the right approach, a Christmas-themed space can provide a memorable experience for customers and lasting value for the brand. But above all, the key to success remains sincerity and a commitment to providing the best for customers.
