In my line of work, it’s easy to start singing Christmas carols in October, long before most of us have even carved a Halloween pumpkin. That’s the time of year when retailers start sending little hints as to what surprises and treats we’ll find in their annual holiday window displays. (I’ll admit I’m already scanning my local radio for that one station that devotes itself to all things jingle.)
Among the treats in this year’s holiday bag: Bergdorf Goodman’s promise of a “psychedelic Victorian” take on its always stunning window displays; Neiman Marcus cutting portals into its plates of window glass to allow little ones to crawl from the city sidewalk through a pretend energy factory into its downtown Dallas department store; Barneys New York shining its latest parody spotlight on SNL; and Gap’s “Glee”-inspired holiday cheer, which includes the apparel brand’s return to television ads after a 3-year hiatus. Ivy Ross, executive vp, marketing for Gap (San Francisco), told The New York Times that hard economic times inspired the need “to liberate our customers to celebrate the holidays.”
I agree we all could use a good liberation. After a year when “declining sales still beat expectations” is considered positive news, we all need a moment to revel in the joy and happiness of the season. And so much of that cheer is created and delivered by retailers.
So VMSD is inviting retailers to send us images of their holiday windows. We’ll make a list (and check it twice) of our favorites to be featured in VMSD’s annual holiday review in the February issue. We’re also inviting anyone with a camera and a good eye for creativity to send shots of inspiring holiday windows and displays that you see when you’re out shopping. We’ll post them online at VMSD.com in the coming weeks leading up to December 25th. Please be sure to include the retailer’s name and the location of the store. All materials (or questions) can be sent to anne.dinardo@stmediagroup.com. Now pass the cookies and eggnog!