Simpson’s became famous for its holiday window displays at its Queen Street store, which reopened in 1896. Its festive displays featured animated dolls, toy soldiers, elves, and model trains, drawing crowds of families to its windows.
Hudson’s Bay acquired Simpson’s in 1978, and the downtown store was rebranded as The Bay in 1991.
Eaton’s brought Christmas celebrations beyond its windows. In 1905, the T. Eaton Company launched Toronto’s Santa Claus Parade, which it sponsored until rising costs prompted its withdrawal in 1982. A group of 20 corporate sponsors stepped in to keep the tradition alive.
Eaton’s also created elaborate holiday window displays, contributing to the Christmas memories of generations of Torontonians.
Eaton’s went bankrupt in 1999, and Sears later took over its Eaton Centre flagship. Sears announced its closure in 2013, making way for Nordstrom, which operated from 2016 to 2023. Part of the former retail space now houses Simons, which opened on September 18, 2025.
The Bay’s traditional holiday window displays were absent in 2023 and 2024, while Ontario Line construction also obstructed the Queen Street windows. The department store closed on June 1, 2025, raising concerns about the tradition’s future. However, Cadillac Fairview revived the displays in December 2025, with Mars Canada filling seven Yonge Street windows with festive elves from December 14, 2025, through January 2, 2026.
The revival also marked a new chapter for the historic windows, with Cadillac Fairview planning to use them for year-round displays featuring brands and cultural organizations. Whether the Christmas tradition will return in 2026 remains unconfirmed.
