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

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


  2. 52

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

  3. 103

    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.

  4. 154

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

  5. 205

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

  6. 256

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

  7. 307

    nice typography there. thanks smashing ;)

  8. 358

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

  9. 409

    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!

  10. 460

    Christopher Ross

    October 8, 2008 4:01 am

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

  11. 511

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

  12. 562

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

  13. 613

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

  14. 664

    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.

  15. 715

    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.

  16. 766

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


  17. 817

    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!

  18. 868

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


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