Showcase Of e-Commerce Fall Sales Designs


The Web is changing along with the weather outside the window, adopting bright autumn-inspired makeovers for seasonal fall sales and special offers. The autumn (or fall) season is primarily associated with:

  • harvest (most cultures celebrate one of various harvest festivals this season),
  • bright, hot colors (ranging from yellow to red) reflecting autumn leaf colors,
  • falling leaves, etc.

Websites are adapting to these associations. Most e-commerce websites are running seasonal promotions stylized with distinctive fall designs:

  • Most widely used colors: red and yellow.
  • Most widely used decorative elements: yellow and red (falling) leaves.

The main purposes of these seasonal design changes include (though, of course, are not limited to):

  • to attract more attention: impressed by a new catchy look, visitors are more likely to spread the word;
  • to increase brand awareness by implementing seasonal decorative elements in the company banner or logo;
  • to make a special offer stand out in the background of the overall design (and thus increase conversion rates).

1. Focus on colors

Red, yellow and violet colors instantly set the atmosphere of the bright season. Notice how well huge, bold typography is used in some of the designs displayed below. This is the key to a successful promo-design.

Macy’s1 online store sticks to a red palette for the background of its special offer text. The vivid red color is contrasted with a gray palette, which enhances the effect:

Macy's Fall Design2

Ann Taylor’s online store3 also sticks to the color red for its text background. However, in this case, the color lacks contrast, which makes the offer look much less autumn-like:

Ann Taylo Fall Design4

Eddiebauer.com5 gets a stylized orange look. The design is simple yet communicates the message effectively:

Eddiebauer Fall Design6

Onlineshoes7 adds a few complementary design elements, sticking to an orange palette for the special offer text background and red for the text that needs to stand out: Fall Design8

Skechers.com9 focuses on orange colors in its Flash-based ad. The impression is enhanced by different hues of the same color: Fall Design10

1800flowers.com11 not only chose orange colors for the text backgrounds and major page elements but also used the same palette for its actual products. In this case, the color choice and featured products work well together and the technique creates a bright, consistent impression that lasts:

1800flowers Fall Design12

The Popcorn Factory13 chose a similar tactic, matching the page colors to the products:

The Popcorn Factory Fall Design14

Gymboree15 sticks to the color red in stylizing both the page background and the displayed products. A few distinctive design decisions (e.g. little leaves in the corners) increase the effect and create an appropriate mood:

Gymboree Fall design16

Newegg.com6917 goes a step further, giving a fall look to all of the page elements: background decorative elements (leaves and harvest), text color (primarily orange) and even stylized products (autumn scenes displayed on the monitors): Fall Design18

Cabelas19‘ orange-brown-yellow palette does not render the fall atmosphere as distinctively as the above examples, but still creates some kind of autumn mood: Fall Design20


Elegance Fall Design22

Wilsons Leather23

Fall Design24

La Redoute25

La Redoute Fall Design26


Gap Fall Design28


Fall Design30


Fall Design32

Classic Closeouts33

Classic Closeouts Fall Design34


Fall Design36


Fall Design38


Victoria's Secret Fall Design40

2. Focus on the imagery (e.g. leaves)

To communicate the atmosphere of the fall, designers use common metaphers such as leaves which are the most popular motif. The latter is almost always used together with appropriate color combinations and helps the promo-image to stand out by appealing and vibrant visuals. Still, colors are sometimes used very sparsely and almost always remain passive in the background.


La Redoute Fall Design42


Fall Design44


Venca Fall Design46

Beauty Bridge47 uses yellow and red leaves as the product background:

Beauty Bridge Fall Design48

VisitScotland.com49 also sets up a fall atmosphere with the help of red and yellow leaves, which frame the website’s navigation: Fall Design50

Sports Authority51 avoids seasonal colors. Still, traditional decorative elements (i.e. leaves) are added (top-left corner) to make the fall sale stand out:

Sports Authority Fall Design52

Shoes.com53 has a most impressive design for its fall sale landing page, implementing an autumn theme consistently throughout the Flash-based page banner. The products are surrounded by perfectly matched seasonal decorative elements: falling leaves, brown trees and beautiful hover elements (stylized as yellow leaves): Fall Design54 Fall Design55 Fall Design56

For its seasonal sale, Disney Online Shop57 introduces a bright pop-up window, stylized with red text and orange and green leaves:

Disney Fall design58

Apple Seeds59 adds some spice to its fall landing page with a single small orange leaf that doesn’t distract the visitor’s attention but renders the atmosphere perfectly:

Appleseeds Fall Design60


Fall Design62


Fall Design64

3. Creating an Autumn Mood with Certain Design Elements

3.1. Page background

Coldwatercreek.com65 chose an orange background with orange leaves:

Coldwatercreek Fall Design66

3.2. Page Banner

Some companies went no further than stylizing the page banner:


Barnes&Noble Fall Design68

Newegg.com6917: Fall Design70

3.3. Illustrations

Aroma Boutique71 uses an illustration with a girl and leaves to highlight the fall sale.

Fall Design72

3.4. Matching products

ShopBop.com73 places its products in the middle of the page, creating the perfect image of rainy weather outside the window: Fall Design74

Linen Source75 — introducing here a new product line: wall art — gives preference to products displaying autumn-looking scenes:

Linen Source Fall Design76

3.5. Company/Website Logo

Pfaltzgraff77 adds a tiny autumn-looking detail to its company logo. Compare:

Pfaltzgraff Fall Design78

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Ann Smarty is an SEO consultant and blogger.

  1. 1

    Nice list. Gotta love fall =)

  2. 2

    Nice designs …

  3. 3
  4. 4

    Magento has an upcoming webinar that shows how to create these types of specials and promotions – should be interesting (although less from a creative standpoint and more from a technical rule-based view point).

    Should be interesting. Thanks very much for this list – bookmarked!

  5. 5

    Most of the designs here are well they are what they are a regurgitation of standards. but I do like cold water creek’s site and nordstrom’s attempt to break from standards. Although alot of these are just based on their creative from their print advertising material campaign. But really a nice collection. Good work smashing!

    PS thankyou so much for adding the edit feature. May all other site’s start learning from you!!!!!

  6. 6

    Very helpful, thanks man!

  7. 7

    I don’t think that any site should be featured with code from 1998. Those sites were atrocious looking as well. I really think that beauty will be out of style before it takes hold in mainstream e-commerce. These people make millions, and they can’t spend the extra 100k on redoing their sites for humanity’s sake.

  8. 8

    very niiice list… thanks

  9. 9

    I don’t see many examples of good design on this post. Most of them, like Macys, have big type and a red background every season, not just fall. And showcasing Ann Taylor’s Store is really scraping the bottom of the barrel. Most of the other sites just use some clipart leaves and call it fall. Are we trying to say, as long as there is a generic leaf that we must be “impressed by a new catchy look?” And the “Pfaltzgraff” example is pathetic.

  10. 10

    lol @ Aroma Boutique design, free bong with every order?

  11. 11

    I guess fall leaves never get old …not. Also, someone please tell that stock frilly vectors are overused.

  12. 12

    Arrrrg To painful on the eyes. It’s like you picked up the sunday paper and cut out everything you could find. What’s next? Coupons?

  13. 13

    Way too literal, and ugly to boot.

  14. 14

    not a fan of this post… nothing ground-breaking. SmashingMag always has great stuff and this isn’t great.

  15. 15

    My favorite season! Favorite colors, too. But like others have stated, it’s just more of the same thing… At least Ann Taylor aims more for a cool/cold feel and succeeds: even the red looks cold to the touch.

  16. 16

    This is interesting in context of fashion-related e-commerce. It makes total sense for a seasonal industry to have a design structure that supports seasonal design changes.

  17. 17

    Never would have thought i would see all those leaves falling….

    i really like the idea of letting the product do the selling, but the makeup one, well it cant really do it, you need to see it on someone not just its pretty container.

  18. 18

    They look like “Print ads.” I’m not saying its bad, but very different considering UI

  19. 19

    I donno … why do all the designs look like regular advertisment flyers. Check this one:

  20. 20

    As interesting as always. Great post!

  21. 21

    what happened to quality>quantity? Good topic Smashing, but some poor submissions.

  22. 22

    i think this post was necessary, because to see these ads and designs collectively, i think, we designers, need to start a movement to show these hot shot, big box sellers, what innovative and fine design could really do for their image and profits (their bottom line). it’s quite obvious from the post, they need us.

  23. 23

    Thanks for your list, but I think you missed one :)

  24. 24

    The demographic of these ads are prominently developed toward the female spender. Leads me to wonder where males are spending on the internet during this season and what fall design trends are geared more toward that demographic.

    I too feel that these design elements are over used… but they are tried and true. What was used prior to color printing? I too would love to see a breath of fresh air in fall design.

  25. 25
  26. 26

    As usual, lots of resources in one single post.
    That is what i love about you guys.

    Thank you.

  27. 27

    Nothing very revolutionary there but I appreciate the trouble you went to compiling this article. Remember your international audience; not all of us have simplified autumn down to “fall” and some of us are enjoying spring weather.

  28. 28

    not so great article… I did not found anything breath-taking like in the old articles… :(

  29. 29

    I agree with dragoshell. I’m looking forward to seeing articles like the old days. There was a time when I checked this site for new articles literally every day, but the content has been lacking lately. I loved the “Best of ….” articles of the past. CSS tricks, Javascript tricks, PHP stuff… that’s the kind of stuff I wanna see!!!

    Take care,
    Brian of Brian’s Web Design – Temecula, CA, USA

  30. 30

    Nice collection. The “Disney Online Shop” looks coool..

  31. 31

    Amazing ideas! Look really great. *

  32. 32

    Visited most of the sites in this post but this time I wasn’t much impressed. Most of the sites look quite old in design such as the Sketchers site. Most of the nice images in this post are actually banners – and they weren’t much impressive either. In my honest opinion it is somewhat a bit of a too mixed up post. Still thanks for the effort.

  33. 33

    Not So Great… but thx for collection

  34. 34

    Thanks guys – was just looking for some inspiration for the online store I was going to create at TIM… this is simply perfect!

  35. 35

    Cool designs

  36. 36

    You cheated with the logo!
    I can see where it was simply cropped for comparison ;)

    Other than that, the big ecommerce sites tend to have a very similar style – even with sales on it seems!

  37. 37

    I don’t really see any fall on the site, it looks like the same to me.

  38. 38

    I really don’t know what I have to think about this showcase…
    So Purple is the fashion color for this year???

  39. 39

    I hate autumn … but well the real question is “are these (sad and flat) seasonal designs generating money ?”.

    (the edit function is great, wanted to do that for years)

  40. 40

    Nice work. People who don’t like should send their breath-taking designs as some did for us to feel the difference!

  41. 41

    Very Cool Smash — Very Cool Design

  42. 42

    I thought this post was pretty good and couldn’t see why others were complaining…. then i looked at the actual sites, and now i see!

    The designs are okay on their own but within the site they don’t go.

    However, it must be difficult to design an autumn “site” when you can only change one picture keeping the rest of the site the same.

  43. 43
  44. 44

    They all pretty much look the same. The MetroStyle and the Nordstrom designs stand out more than others. Most of those have major leaf over-kill.

  45. 45

    Sorry, clearly a low point and the worst article I’ve seen on here so far.

  46. 46


    shut the hell up

  47. 47

    Nordstrom looks good, but the majority is a rather “No”. Eg: The Ann Tayolor Loft website got tables all over the place and its overall look is outdated. Oh, come on… :) A couple of leaves and an autumnish shade won’t save the day.

    Nothing outstanding. At least, nothing to be mentioned in a Smashing Magazine article.

  48. 48

    As an SEO consultant, I thought it would have been more fitting for you to point out that most of these site have little to no actual content on their home pages as opposed to the colours used to announce autumn (in the northern hemisphere). It’s not all about looks…and even then I didn’t actually see anything here that really caught my eye.

  49. 49

    I failed to thank Smashing for posting print design samples in my earlier post. Every design blog on the web seems to promote only web design instead of taking the more holistic approach. Keep it up!

  50. 50

    Excuse me, thought some of these were print but instead seem to be web. How about some print stuff Smashing?

  51. 51


  52. 52

    how I freakin’ hate those designs. anyway nice article.

  53. 53

    I’ve come to realize that Smashing Mag probably gets paid for their posts. Because honestly, who in their right mind cares about the current state of banner advertising for the fall season? Try tackling a real issue — like, how to get more business during this economic crisis, or how to keep clients happy while maintaining your aesthetic bottom line.

    Something that matters.

  54. 54

    Here is one more of the E-commerce Web site. The Web site is using flash.

  55. 55

    Any ideas how I could improve the attached design for a fall offer . Or even a general improvement on the design.

  56. 56

    And don´t forget to check out Zara Home, it´s the greatest interiors website.

  57. 57

    nice typography there. thanks smashing ;)

  58. 58

    very nice graphics especially the girl with bag surrounded by autumn leafs. I like pink coulour also….

  59. 59

    I was really interested in this article. Well done SM!

    I was traipsing around some online shops, and I came across a good one for autumn! Take a look at the website!

  60. 60

    Christopher Ross

    October 8, 2008 4:01 am

    Does anybody know who did the site? Was it in-house or an agency?

  61. 61

    Interesting article. And I must say I adore the art direction of the models on fn

  62. 62

    Good collection. I agree that since the title indicates that this is fall sales ecommerce collection, the list encompasses what it promises. Nice one.

  63. 63

    Whilst these may be the best examples of fall sales designs, the examples are very bland and boring.

  64. 64

    Great list…very comprehensive but there are a few options that were left out, managed to look through some of the sites and thought they were above average with the exception of one or two. The changes in colors keep the site fresh for shoppers who return on a regular basis which is attractive and the right approach with these type of ecommerce sites. In the furniture industry, as well as fashion its important to change ‘styles’ on a regular basis because the industries are so tied to seasonal changes.

  65. 65

    I read this post very care fully and you are saying right. But as you said that the time has changed. The marketing trend has also changed no the people and companies are focusing we should aware about it and go through.

  66. 66

    Great Articles , I Like the idea as well as benner,


  67. 67

    Thank for the information, its kinda funny how some companies go over the top! When you see a shop selling sport equipment and their website has more leaves than products, you know you have a problem lol!

  68. 68

    Gerat Designs nice Inspiration list I think thias one should also be listed: :-)


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