The aim of the paper was to analyze the window display as a promotional medium, to analyze the decoration of the selected window displays and to examine the influence of window decoration on consumer behavior. It turned out that the window and window advertising are an important aspect of marketing, that is, promotion in retail that many business owners ignore. Such advertising offers many unique tactics, that is, advantages that other forms do not offer. Window advertising involves placing products, signs, posters and decorations in the sales window to create the window in the first place. One of the biggest advantages of having a window display in a retail store is to attract the attention of customers. All people look at windows, so a potential customer is more likely to stop in front of a store or even enter it if it has a compelling window display. This can be achieved in several ways mentioned in the paper. The results of the research show that customers pay attention to the items on display, their type, the arrangement of the windows, and additional details. It has been shown that the decoration of the shop window affects the decision to enter the store, although for the majority of respondents the shop window does not always present the content of the store itself. An outfit in the window often attracts an unplanned entry into the store. Although they like the decoration of the windows, a part of the respondents will not be motivated by it to enter the store.