# One-Stop Christmas Shops 'STORY' is a Retail Concept Store with Sections Tailored to Each Giftee By Cadhla Gray | Published 2015-11-16 | Art & Design Source: Trend Hunter, https://www.trendhunter.com/trends/retail-concept-store References: [psfk](http://www.psfk.com/2015/11/gift-guide-you-can-walk-story-home-for-the-holiday-american-express-open.html) & [thisisstory](http://thisisstory.com/) With Christmastime around the corner, retail concept stores are experimenting with different ways to package stores and market products in a festive and enticing way. STORY in New York City is a retail store that changes its format and products every four to eight weeks, the latest version is its [Christmas store](https://www.trendhunter.com/trends/winter-wonderland-popup). The store is sectioned off to make it a one-stop shop for Christmas gifts. The entry hall is for "her" while the garage is for "him," a playroom is for kids and finally a kitchen for everyone or the hard ones to shop for. This example of a retail concept store shows how to connect smaller brands' products to a location that people come to do all their holiday shopping. The store also partners with [American Express](https://www.trendhunter.com/trends/door-to-shop-small) OPEN and provides an introduction to 320 small businesses. ## Trend Insights (Trend Hunter) - Score: 6.0/10 - Popularity: 81% | Activity: 91% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Art & Design](https://www.trendhunter.com/artdesign) > [Design](https://www.trendhunter.com/design) ## Key Themes ### Key Themes Behind This Trend - **Rotating Concept Stores:** Retail concept stores that change their format and products periodically, creating unique and engaging shopping experiences. - **Targeted Gift Sections:** Retail stores that cater to specific giftee categories, such as 'him,' 'her,' kids, and hard-to-shop-for individuals to provide a one-stop shopping experience for customers. - **Partnerships with Small Businesses:** Retail stores that collaborate with small businesses and provide a platform for them to showcase their products, fostering support and exposure for emerging brands. ### Where This Applies - **Retail:** The retail industry can leverage rotating concept stores to create dynamic and engaging shopping experiences for customers, driving sales and fostering brand loyalty. - **E-commerce:** E-commerce platforms can implement targeted gift sections to enhance the online shopping experience by offering curated product selections for different giftee categories. - **Financial Services:** Financial service providers, like American Express OPEN, can form partnerships with retail concept stores to support small businesses and provide exclusive offers and promotions for their cardholders. ## Related on Trend Hunter - [Purposeful Gifting Pop-Ups](https://www.trendhunter.com/trends/advent-of-change-popup.md) - [Christmasy Customer-Rewarding Retailer Campaigns](https://www.trendhunter.com/trends/one-stop-2025-christmas-campaign.md) - [Design-Forward Concept Stores](https://www.trendhunter.com/trends/target-soho.md) - [Retailer-Backed Holiday Experiences](https://www.trendhunter.com/trends/j-crew-2.md) - [Christmas Shopping Centers](https://www.trendhunter.com/trends/holiday-gift-centre.md) - [Life-Size In-Store Countdowns](https://www.trendhunter.com/trends/toys-r-us-asia.md) - [Virtual Holiday Shopping Experiences](https://www.trendhunter.com/trends/holiday-shop.md) - [Gameshow-Style Pop-Ups](https://www.trendhunter.com/trends/jo-malone-christmas-special.md) - [Retail Design Landmarks](https://www.trendhunter.com/trends/d142.md)