Since Bloomingdale's first began decorating its windows in the late19th century, its holiday displays have become more elaborate and artistic. Rather than just advertisements, over the years the store has used it windows as a place for children to send letters to Santa and even once transformed into Swarovski-crystal-themed ode to the circus!

Barney’s has always been famous for using innovative ideas and technologies to power its window displays. In recent years, the store has featured live ice-carvings and performances by big-name entertainers like Lady Gaga, Nick Cave, Rob Pruitt, and Matt Stone inside its windows.

For decades, Bergdorf Goodman has created fashion-inspired installations both inside and outside the building. A 1977 New York Times article notes, "The treat here is inside the store; a huge Christmas tree laden with imaginative ornaments." This 2017, Bergdorf Goodman has brought a philanthropic twist to its displays: it is partnering with seven New York City charities to raise money for a cause.

While the official Christmas tree tradition at Rockefeller Center began in 1933– when 30 Rockefeller Plaza opened, its tradition began during the Depression-era construction when workers decorated a smaller 20 foot tree on Christmas Eve. According to Rockefeller Center, workers pooled money for that tree with the garlands made by workers' families.

Saks Fifth Avenue was one of the first flagship stores to conduct unveiling events for window displays. Using hydraulic lifts, the festive decorations were constructed in a sub-basement out of public view. Once ready, the displays were raised to street-level overnight for a dramatic unveiling.

Macy’s claims to be the first department store in New York City to display festive holiday windows. In 1862, it featured an in-store Santa for children to visit, and several years later, in 1874, the first major holiday window displays. The windows showcased a collection of porcelain dolls from around the world and scenes from Harriet Beecher Stowe’s “Uncle Tom’s Cabin.”

Lord & Taylor opened its flagship Fifth Avenue store in 1914 and quickly became famous for its window displays. The store was one of the first to present its Christmastime decorations with gilded bells that swung in sync with the sound of recorded bells.