At the core of retail is customer service. And this holiday season, while everyone tries to create safe, new ways of celebrating, brands are finding creative ways to provide their customers with some form of normalcy, tradition, and cheer.

In New York City, which welcomes millions of visitors during the typical holiday season, iconic department stores are carrying on with their highly anticipated window displays. Macy’s in Herald Square dedicated its holiday display to first responders and essential workers, along with the New Yorkers who have come together to support the city. Both Saks Fifth Avenue and Bloomingdale’s have also carried on their window display traditions, with virtual unveiling ceremonies, events, and philanthropic donations. This year, Hudson Yards started a new tradition, with more than two million lights illuminating the development.

Brands known for their exceptional customer service are providing virtual, in-person, and hybrid shopping options to meet their customers wherever they’re most comfortable to make holiday shopping and gift-giving as enjoyable as possible. For example, Nordstrom has gifting experts available in-store and online, via chat or video, to assist shoppers.

Safety is now a foundational consideration that will drive or deter customers’ purchases—whether coming in store, picking up curbside, or ordering online—and they need to trust that a retailer is implementing all safety protocols possible to keep them safe. Once that confidence is established, brands can focus on providing their customers with a cheerful, elevated holiday shopping experience.

By Jonathan Fiato, Senior Director