The History of Holiday Window Displays Around the World

Holiday window displays have been wow-ing shoppers and passersby for generations, transforming storefronts into magical scenes of light, color, and storytelling. As December kicks off the holiday season, we want to use this blog post to spread some holiday cheer through the art of holiday window displays!

The Birth of Holiday Windows

The tradition of elaborate holiday window displays began in the late 19th century with the rise of department stores. Macy’s in New York City is credited with pioneering the concept, unveiling its first holiday-themed windows in 1874. These displays quickly captured the public’s imagination, drawing crowds eager to marvel at intricate designs and festive themes.

In London, Harrods and Selfridges followed suit in the early 20th century, establishing themselves as leaders in holiday window art. Their displays, often inspired by classic tales like A Christmas Carol or The Nutcracker, became cultural highlights of the season.

Last minute Christmas Eve shoppers gather in front of Macy's window display in New York, Dec. 24, 1946 (Image Source: AP Photo/Carl Nesensohn)

Iconic New York City Displays

New York City is synonymous with grand holiday window displays. Along Fifth Avenue, department stores like Saks Fifth Avenue, Bergdorf Goodman, and Bloomingdale’s create spectacular scenes each year, blending cutting-edge technology with timeless charm.

For example, Saks Fifth Avenue is famous for its synchronized light shows that accompany its magical windows, while Bergdorf Goodman opts for opulent, imaginative themes.

Saks Fifth Avenue Holiday Window Magic Display, 2018. (Image Source: Angela Pham/BFA.com)

Macy’s flagship Herald Square store continues to wow visitors with its interactive and family-friendly displays, often celebrating themes of generosity, magic, and togetherness.

London’s Festive Elegance

Across the Atlantic, London’s holiday windows exude a distinct charm. Harrods in Knightsbridge transforms its storefront into a wonderland of luxury and storytelling, often partnering with high-end brands for glamorous, themed displays.

Selfridges, meanwhile, is known for its playful and innovative designs, incorporating vibrant colors and contemporary art into its holiday scenes. Liberty London, famous for its Tudor-style facade, adds a touch of old-world elegance, creating displays inspired by nature, folklore, and festive nostalgia.

Harrods Christmas Display, 2019. (Image Source: Londonist)

Global Inspirations

The tradition of holiday windows has spread worldwide, with cities like Paris, Tokyo, and Melbourne embracing this art form. In Paris, Galeries Lafayette dazzles with its towering Christmas tree and avant-garde windows, while Tokyo’s Ginza district showcases displays that blend Japanese culture with Western holiday themes.

One window display at Galleries Lafayette. (Image Source: Galleries Lafayette)

Why Holiday Windows Matter

Holiday window displays are more than just decorations—they bring us all joy, wonder, and connection. Whether you’re gazing at a snow-covered scene in London or a dazzling light show in New York, these windows remind us of the magic of the holiday season.

So this December, take a stroll, admire the artistry, and let the world of holiday window displays inspire you to get into the festive spirit.

Happy holidays from us at Earthwise Windows!