The Christmas period is always one of the most important for retailers across the globe, especially in these unique times for the retail sector. But it is not all about the bottom line, it can also be about the joy, wonderment and enjoyment retailers can offer customers as they do their annual present buying.

Pigs in blankets, Christmas pudding, the Coca-Cola advert, the façade of Saks Fifth Avenue… the idea of Christmas can be triggered for people by many different things or memories. Here, RLI takes a look at some iconic store fronts as they look to create the ultimate viewing window for customers during the Christmas season. This year Fortnum & Mason pulled out all the stops before revealing the heritage brand’s artisanal preparations ahead of the big day. Little cats in red tail coats patter away with pipes, gold wheels and traditional machinery, producing everything needed for a royally festive feast; yule logs, champagne, mince pies and more.

Drawing on the joyous concept of gift-giving and the wonder of a childhood Christmas, this year Harrods’ The Kingdom of Christmas windows feature an array of festive animals, beautiful gift boxes, and spectacularly snowy settings, making it one of the stand out windows this year. Created in partnership with the Roald Dahl Story Company, Fenwick have unveiled its Charlie and the Chocolate Factory-themed Christmas windows which were months in the making with every detail of the windows planned and designed to ensure the most beautiful, magical and unique experience for all those who visit.

MACY’S – New York, US

Saks Fifth Avenue has once again created a fascinating display as it teamed up with Disney for its holiday display. The luxury department store in New York City pulled out all the stops with a ten-storey show, 50-man choir and even a song from Frozen 2 star Idina Menzel. The holiday windows at Bergdorf Goodman have once again created windows of high fantasy, dramatic surprises, extraordinary fashion and compelling storytelling with the theme “Bergdorf GoodTimes”. With production spanning nearly a year from conception to completion, the windows invite all who view them to join in the fun of playful diversions and nostalgic games.


The first major department store to unveil its holiday windows was Macy’s Herald Square in the Big Apple. The launch coincided with fireworks, holiday music and a visit from the Macy’s Santaland elves. The six windows follow Santa Girl on her journey to inspire everyone to be more like Santa Claus. The display will be on show until the 2nd of January.