The Art of Window Shopping: New York’s Holiday Tradition
New York City’s holiday window displays are more than just retail marketing—they’re an urban tradition that transform Fifth Avenue into a public gallery. Rooted in the Gilded Age’s retail innovations of the 1870s, these displays have long captured the city’s imagination, inviting passersby to dream and explore.
The Gilded Age saw the invention of technologies like plate-glass that made window shopping in the city possible. Capitalizing on the steady growth of its shopping district and perfected marketing, New York City marked its place as a world-class fashion capital. It offered a wide array of cutting-edge and luxury retail options ranging from local and imported goods sold in new department stores, private dress makers, and more.
The city’s “Ladies’ Mile”—stretching from Fourteenth to Twenty-third Street, bordered by Broadway and Sixth Avenue—became the epicenter of this retail transformation. For women of the era, elaborate department store window displays like those of B. Altman & Co. and R.H. Macy’s represented more than shopping. The ability to see current fashion and experience the opulence of these stores without needing to actually buy anything offered a newfound sense of mobility and independence. Unescorted women could now promenade through the city and enjoy their leisure time without the responsibility or social stigma. This created the concept of the “recreational shopper.”
Today, as online retail reshapes the urban landscape, holiday windows have continued to be more than just retail displays. They serve as community art installations. This year’s installation at Bergdorf Goodman, for example, aims to capture the spirit of New York through the use of unconventional materials. One of their windows features discarded taxi parts from Brooklyn and Bronx junkyards in a piece that challenges viewers to see beauty in the overlooked and forgotten.
Taking a more community-driven approach, Macy’s holiday window display this year focuses on the emotions of giving. Each window showcases themes like “Give Joy,” “Give Warmth,” “Give Surprise,” and “Give Wonder.” The display includes interactive elements and features hand-drawn ornaments by mentees from Big Brothers Big Sisters of America.
From elaborate scenes to community-focused displays, these windows continue to tell stories—not just of merchandise, but of the city’s spirit. Most New Yorkers know that there is something magical about strolling through New York’s streets, and “window shopping” during the holiday season. These displays remain a cherished ritual that transforms shopping into a collective, festive experience, bridging past and present.
