“Christmas is such a tactile seasonal moment,” continues Greco. “Irrespective of opening gifts or whatever, you’re with your loved ones, you’re socializing, and I think it’s that tactility that enabled us to make the right decision at the beginning of the year and say, ‘Let’s maintain that. Let’s support the human touch.’”
More reasons to return
Rather than concentrating all of its activity around the initial campaign launch, the department store is rolling out a rotating program of retail theater throughout the six-week festive period to reflect the changing priorities of customers as the season progresses, as well as giving them reasons to return.
“In November, we see customers start to prepare for the festive calendar, whether that means finding something to wear for a special occasion or getting their homes ready to entertain. As we move into December, gifting naturally becomes a priority. But gifting today is not simply about buying for others,” says Ward.
Harrods is programming its in-store experiences accordingly. November’s line-up includes live fashion illustration in the store’s Eveningwear and Occasion Room, beauty gifting experiences with Clé de Peau Beauté and personalized Christmas card calligraphy, alongside opportunities to have festive purchases engraved or customized. As the season progresses, the focus broadens to family experiences, with a weekend of snow globe making, arts and crafts and Marcato biscuit decorating on December 12-13. Letters to Father Christmas can also be posted at dedicated Harrods post boxes from November 10 to December 24.
The strategy comes at a time when physical retailers are having to work harder to justify the journey into store. PwC found that 64% of UK festive purchases were expected to take place online in 2025, including home delivery and click-and-collect. Meanwhile, McKinsey’s latest retail research found that 65% of consumers cite immersive environments as a driver when choosing a store for discovery-led visits.
“We are operating in an environment where customers are increasingly thoughtful about how and where they spend their money, and luxury retailers need to recognize that. Customers have high expectations, particularly at Christmas. They are looking for exceptional products, but also for service and experiences that make their time worthwhile,” says Ward. “Harrods is well positioned because we offer far more than a traditional retail experience. Whether someone is looking for a very special gift, preparing for an occasion or simply spending time with family, we can offer something that feels personal and memorable. Ultimately, our focus is not simply on encouraging customers to spend more, but on giving them compelling reasons to choose Harrods.”
There is also a wider ambition to create a sense of community around the store. Harrods has been part of London’s retail landscape for more than 175 years, and Greco sees this as carrying a responsibility beyond its commercial operations. “We are the beacon of Knightsbridge,” he says. “We have a duty of care to make sure that we are delivering exceptional retail theatre, even more so throughout these seasonal moments.”
