From the Archive: Timeless Holiday Magic: Vintage Displays and Decorations

The holiday season brings excitement, from the first decorations going up to the chaos of last-minute shopping and perhaps a few snowflakes to cap off the celebrations.

Women’s Wear Daily has captured that holiday joy since its inception in 1910. At the time, holiday cards with trinkets and charms suspended by silk ribbon were popular. Today, that sparkle is easily found in extravagant holiday happenings.

It was in the 1920s that Santa Claus became a key feature of yearly holiday celebrations, arriving on lavish floats in annual Christmas parades to mark the beginning of the holiday shopping season. In the same decade, WWD reported on R.H. Macy’s, now Macy’s, “Palace of Evergreen” — a curious title for what was likely a first iteration of its beloved “Santaland,” where meeting Santa became a cherished family tradition. The decade also marked the rise of themed window displays, featuring fashion, toys and Santa, which turned leisurely strolls through shopping districts, from New York to Paris, into an event.

As department stores gained popularity, holiday traditions grew. Through the 1950s, contests for the best window displays were common, with customers voting for their favorites. By then, store interior displays were as critical as the windows, reflecting each city’s unique take on the holiday season with decorations ranging from subdued to outrageous.

Throughout the years, gifting evolved to assist the holiday shopper. Retailers still emphasize creative packaging, from small jewelry boxes to extravagant offerings like those found in the Neiman Marcus holiday catalog. But one item remains a standout: the holiday-themed pajama set.

Today, holiday celebrations are for anyone — whether upholding traditions or enjoying the magic of the extravagant displays and festive shopping.