Not all show windows are lit with plug in lights, but if all you are providing is recpts to comply with the requirements for power then one every twelve feet at 180VA per is what you include on your load calc.
The second option gives you relief for the case where you choose to put one duplex every six inches or use a closely receptacle strip.
For the first option, IMHO, if you install extra receptacles to keep cords short you have to count them all.