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Every year by mid-November retailers reveal—with ever-increasing pomp and circumstance—their holiday displays, hoping consumers will journey to the stores to see the windows in person. For thousands of families, going to see the windows is a tradition passed down from generation to generation.
The investment makes sense for retailers: The holiday season rings up a quarter of annual sales, and window displays influence about 24 percent of people who see them to make purchases, according to NPD Group.