I have to say, the demise of department stores does not disappoint me as a whole. I understand that the world’s economy has moved on, and that consumers have different expectations. However, what does tug at my heart strings a little are the lack of holiday window displays. I know that a lot of retail stores do window displays for the holiday season, but it is with their very specific products. I miss the displays that are an entire set and story, not just to sell products. So, to head back to the past, I’m looking at the history of Christmas window displays and where my favourites still are!
The First Christmas Window Display
Although it seems like it might come later, we see the first Christmas window display in the late 1870s. Macy’s in New York decided to make holiday even more festive after bringing in Father Christmas in the early 1870s, and created themed window displays. While we are used to seeing elaborate and creative window displays now, the first was on the more sedate side. The windows had porcelain dolls from around the globe, as well as scenes from the bestselling novel Uncle Tom’s Cabin (Harriet Beecher Stowe). Soon after, countless US department stores created their own Christmas windows and it spread like festive wildfire.
Harry Selfridge- Leaving His Mark
As with many different retail traditions in the UK, Harry Selfridge brought window displays with him when he moved from Chicago to London. He had incredibly elaborate and involved window displays throughout the year, but of course, Christmas featured heavily. After wowing customers (and even people who weren’t customers), other UK department stores quickly followed suit. Selfridges, Fortnum and Mason, Liberty of London, and Harrods have all continued on the tradition of Christmas window displays.
Has Covid Changed This Tradition?
I’m happy to say, that for the most, Covid-19 has not changed the tradition of Christmas window displays. While there might be lockdowns and limits in many different places, window displays are still largely safe to enjoy. Even if a store is closed, you can still walk by and enjoy the displays from a distance! (With the large exception being stores that are permanently closed, unfortunately.)
Where Are My Favourite Windows?
Unsurprisingly, my favourite window displays are mostly in London. Liberty London has some of the most “out there” displays, and I love that they use the building’s striking architecture to their benefit. While of course they do have their window displays to enjoy from the outside, you can see in the photo below that their atrium is usually always involved. They usually share the history of the windows in their blog- you can find the 2020 story here. And they will often create fabric prints that are related to their window displays that you can buy, which is the ultimate bit of marketing without being absurd.
Fortnum and Mason also have fantastic displays, and a statement staircase that is featured. A grocery store turned department store that has multiple Royal Warrants, Fortnums is one of my favourite places in London. (Their Wedding Breakfast tea is one of the best I’ve ever had, and i always have to stock up!) Given that much of what they sell is food/beverage related, their window displays often look quite edible. And for people like me who love their Advent calendar, Fortnums actually decorates that outside of their store to be a giant Advent calendar!
How Can I See These Christmas Window Displays?
Obviously, if you live in London or anywhere close enough, you can just go visit them. However, if you are like me and cannot get there easily, you still have a few options. Many people will post videos of the windows and stores on YouTube- try searching “Fortnum Christmas 2021” (change store and year). Or if you want something a bit more “present”, you can use a site like Heygo to do a live tour! I’ve done several this year. (I’ve seen Christmas lights in London and in Edinburgh, and several European Christmas markets.) I know it isn’t the same as being there in person, but it is certainly better than nothing.
Were you familiar with the history Christmas window displays? And do you have a favourite?
Cheers,
The Historian
Facebook | Twitter | Instagram | Pinterest
