Manhattan’s first holiday storefront window display is said to date back to Macy’s at Herald Square in the 1870s. Department stores were emerging as powerful cultural institutions, and the Macy’s display of porcelain dolls and scenes of holiday revelry set the stage for what would become a New York holiday staple.
Other major retailers quickly followed suit. By the early 20th century, stores such as Saks Fifth Avenue, Lord & Taylor and Bloomingdale’s were competing to create the most dazzling displays, bringing new meaning to the phrase window shopping by enticing shoppers while also celebrating the spirit of the season.
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