David Jones admits Christmas display mistake following furious customer backlash
David Jones has backflipped after ditching its famous Christmas window displays for luxury brand promotions sparked fierce customer backlash and threats of shopping boycotts.
Department store David Jones has conceded ditching its traditional festive window displays was not quite in the Christmas spirit after the move sparked public outrage.
A day after the historic retailer revealed it had swapped its Sydney CBD store’s famous festive window decorations for simplistic displays promoting its rewards program and several luxury fashion labels, a spokesman told The Daily Telegraph the feedback had been heard, and hinted the traditional display may return.
“We acknowledge that this year’s display has fallen short of expectations and has not reflected what many in the community were hoping for,” the spokesman said.
“We greatly value our customers’ feedback and will take it on board as we plan future celebrations.
“We look forward to delighting our customers next year.”
Earlier, customers lashed the retailer online after it seemingly doubled down on the move by posting a clip of one of its windows with a display from accessory designer Loewe and writing: “Savour the Christmas spirit of this magical installation up close.”
“I’m missing the traditional Christmas windows,” one person wrote.
“Our family tradition has always been to come to the city and see the windows. We won’t be coming into David Jones anymore.”
Another said the 2025 displays were “nothing like the beautiful memories I have of your magnificent, traditionally themed Christmas windows”.
A third commenter wrote: “If DJ’s doesn’t feel like doing Christmas this year, I’m sure you won’t mind if we do our Christmas shopping somewhere else.”
The retailer responded to several of the commenters on Instagram, issuing the same response it gave when contacted by The Daily Telegraph on Thursday about its window displays.
Advertising guru Toby Ralph applauded David Jones’ backflip, labelling it “a great result”.
“It seems there’s a grown up somewhere in David Jones who has seen that families want magic, not marketing,” Mr Ralph said.
“Hats off to whoever that was.”
Meanwhile, Sydneysiders yesterday also took issue with the 14.5m Dolce & Gabbana Christmas tree outside 25 Martin Place, formerly known as the MLC Centre. The designer display drew controversy online, with the glittering banners around the tree reading “Happy Holidays”, “Warm Wishes” and “Season’s Greetings” with no sign of “Merry Christmas”. Political commentator Matthew Camenzuli called the tree “offensive”, with other users labelling it “too woke”.
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Originally published as David Jones admits Christmas display mistake following furious customer backlash
