mornin’ merrymakers 🎄✨🪟🎁🎀💫

december is my favorite month because many retailers give themselves permission to prioritize whimsy & magic.

the industry that normally worships efficiency and margin discipline throws glitter in the air. and the window displays, especially in nyc, become little pockets of sanctioned fantasy. crazy that this tradition goes back over a hundred years. what started as humble merch displays has evolved into public spectacles & civic rituals.

a quiet reminder that humans will always crave a little magic, even if it comes from a mannequin wearing eight layers of faux snow.

so i’m shifting my monday series from tracking new openings to store decor.

because a great window display operates like a pop-up store that never closes. it works 24/7, capturing attention during morning commutes, lunch breaks, date nights, and after-hours strolls. it's retail real estate that doesn't require square footage, staffing, or operating hours. just pure, unadulterated brand theater.

from my apple days managing store marketing budgets (including those window takeovers that could fund entire startups), i learned that windows are extremely strategic. every element gets tested, timed, and measured for impact. which makes this annual ritual even more fascinating.

so let's dive into the windows that are winning this season.

highly recommend you click the links to fully see the windows & all the films created this year for the omnichannel campaigns.

ralph lauren decided that 2025 would be the year of cowboy christmas. not the caricatured version of western wear, but the polished, warmly lit, park avenue interpretation of rustic americana. the polo bear presides over the whole production in classic red tartan.

the holiday experience in london looks like an absolute dream with barns, coffee, wreaths, red trucks and giving trees.

the holiday windows on madison ave @ nyc, michigan ave @ chicago, bond street @ london, & roppongi @ tokyo feature an interactive polo bear. you can switch outfits & throw snowballs.

ralph lauren understands the cultural moment. people want comfort without sacrificing elegance and the cowboy christmas aesthetic delivers exactly that with an animated wink & cozy cup of joe.

tiffany’s holiday world follows anya taylor-joy as she traces a white ribbon across global landmarks, all in service of the “love is a gift” campaign. the tiffany blue box® is her costar as she experiences the many “expressions of love, from romantic to familial to self-love.”

the windows echo the film by highlighting different expressions of love, expanding the brand’s identity beyond engagements into a broader emotional universe. the whole thing is lush, cinematic, & fully committed to sparkles.

their diamonds & jewelry will always skew a bit maximalist but this interpretation also seems emotionally sweet & sincere.

bergdorf goodman’s theme, “the bergdorf soirée,” serves as a gentle reminder that dressing up is still allowed.

the campaign feels like both an invitation & a manifesto.

the windows this year are inspired by different holiday nights out in nyc or as they call them fêtes. scenes include mad hatters’ bash, masquerade ball, game night, the holiday glow up, party animals, & ofc a new year’s eve countdown.

bergdorf’s seems to be reinforcing its place in the cultural landscape.

while many retailers compete on convenience, comfort, or price, bergdorf’s competes on values. the value of beauty. the value of celebration. the value of pageantry.

they’re selling the feeling that glamour still has a place in modern life.

macy’s theme, “the most wonderful holiday stories start here,” feels both nostalgic and tender. with displays in new york, chicago, and houston, the brand is leaning into the holiday traditions it essentially invented. macy’s has been creating windows since 1874 and it shows in the level of craft and attention.

what is most interesting is the reaction online.

people on tiktok are creating videos urging others to support macy’s out of fear that these traditions could disappear 🥺

the windows now exist as both marketing and cultural preservation, carrying emotional weight that newer brands simply cannot fabricate.

according to tiktok, raising cane’s has the best window display in nyc. but i think that timeout article just listed them first in the article…. anyways it’s cute.

the chicken chain’s times square location is a tribute to the 1983 holiday classic “a christmas story” in partnership with the lead actor, peter billingsley, who played ralphie.

fun fact: peter acted in multiple other holiday classic movies including elf as the lead elf and in four christmases as the ticket agent. truly a holiday icon.

the raising cane’s window displays include original costumes from the movie like the pink bunny and cowboy. along with 500 custom pieces inspired by the film’s scenes specifically the spinning leg lamp, the snowy sledding, & their mascot canine as ralphie with a bar of soap in his mouth.

this is proof that heart and wholehearted playfulness can outperform even the most polished luxury windows.

see you next week on the very lit retail merry go around 🎠

p.s. hudson yard’s vessel also got a very underwhelming glow up…

p.p.s. this makes so much sense if you make content online 👇