Bloomingdale’s is kicking off its holiday season with an omnichannel “Give Happy” campaign that includes curated gift shops, new delivery options and innovative virtual and physical events, including a happy hour.
The upscale department store retailer said the campaign “embodies positivity and togetherness at the close of a challenging year.” The same theme will provide inspiration for Bloomingdale’s holiday windows at its Manhattan flagship. The displays will be unveiled on Monday, Nov. 23.
And beginning in November, Bloomingdale's New York flagship and select stores nationwide will offer, free socially distanced in-store and outdoor activations that include a Ralph's coffee cart, custom gift wrap station that feature customers’ faces and a “happy hour" at the Daikanyama to-go window featuring drink specials and surprise treats with purchase. An outdoor palm tree lot will bring a tropical escape to the New York flagship.
The retailer has also created a curated "Give Happy" holiday shop, featuring gifts at every price point across a variety of categories including cooking and entertaining; at-home relaxation; and activities, fun and games. The shop will open on Bloomingdales.com on Oct. 25 and in stores in November.
In addition, Bloomingdale’s is launching same-day and next-day delivery of online orders at all stores nationwide via the third-party DoorDash platform. Same-day and next-day delivery will continue to be offered in the week leading up to Christmas.
Also new this year, customers can engage with digital experiences via Bloomingdale’s On Screen, the retailer's virtual events platform that will offer special holiday events throughout the season. Upcoming virtual events will give customers access to designers, cooking classes, elevated DIY classes, and fashion presentations.
Other holiday activities include Bloomingdale's Virtual Holiday Benefit, supporting the Child Mind Institute, on Nov. 23 at 7 p.m. EST. The festivities will be hosted by comedian and actor Ali Wentworth from Bloomingdale's 59th Street flagship, and will feature a celebratory performance from singer and songwriter Andra Day. Other performers will include American Ballet Theatre dancers Misty Copeland, Skylar Brandt, Herman Cornejo, and Gabe Stone Shayer.
From Nov. 1 – Dec. 31, customers will have the opportunity to round up their in-store purchase to the nearest dollar, with the difference being donated directly to the Child Mind Institute. Shoppers on Bloomingdales.com will also be able to make a donation to the organization at checkout.
"Bloomingdale's has completely reimagined our approach to the holiday season following the events of this year, from our gift curation to how our customers shop and receive their gifts,” said Tony Spring, CEO, Bloomingdale’s. “Bloomingdale’s has always been a destination for fun and entertainment, but now more than ever, we wanted our holiday campaign to embody that spirit.”
Bloomingdale’s currently operates 35 full-price stores and outlet locations.