What: panorama of 5 top retailers’ actions for Christmas.

Why it is important: they all have a very distinct strategy and approach to windows in a Covid-19 context.

Bergdorf Goodman decided to team up with associations and structures involved in diversity, equality, access to food, to disclose windows that are simpler than usual, focused on the core values of the retailer without dispersing on sophisticated setups. This is also linked to the fact that they were pre-build and only assembled on-site, instead of being fabricated in the store, to ensure teams’ safety.

Bloomingdale’s unveiled its windows via a virtual event with benefits given to an association protecting children, and the theme of the season is “give happy”. The traditionally interactive windows with touch components are replaced this year by scented windows, with fragrance diffusers.

Saks Fifth Avenue decided to celebrate New York by representing six windows staging quintessential moments of the city life. They were co-designed with brands (Dries Van Noted, Alexander McQueen) and were unveiled through a series of live-streamed events, each one supporting a charitable cause. In addition, SFA is planning to make a donation to non-profit organisations dedicated to the city.

Macy’s celebrates the essential workers with a ‘Give, Love, Believe’ campaign. They were designed and produced in a record time of half what it normally takes.

Nordstrom’s building structure does not include boxed-in windows, and instead, chose to use its façade as a décor. They decided to use superlative numbers of lights, ornaments and symbols to translate the Christmas spirit and attract customers.

How 5 department stores updated their holiday window displays for 2020