by Stephen Garner

Bloomingdale’s is reimagining its annual holiday campaign this year with the aim to bring joy and positivity through an exclusive Virtual Holiday Benefit, curated gift shops, new digital experiences, new activations, new services, and holiday window displays.

Called “Give Happy,” the campaign will culminate at the retailer’s Virtual Holiday Benefit, a reimagining of the traditional holiday unveiling. This benefit will showcase performances from singer and songwriter Andra Day, and American Ballet Theatre dancers Misty Copeland, Skylar Brandt, Herman Cornejo, and Gabe Stone Shayer.

Slated for November 23rd at 7 p.m. EST, the festivities will be hosted by comedian and actor Ali Wentworth from Bloomingdale’s 59th Street flagship. The benefit will be in support of the Child Mind Institute and its mission to transform the lives of children and families struggling with mental health and learning disorders, marking the 11th year Bloomingdale’s has partnered with the non-profit organization. To participate in this one-of-a-kind event, in the weeks ahead of the show, customers will register and make a donation to receive special access.

The opportunity to give back goes further from November 1stthrough December 31st, when 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 will also be able to make a donation to the organization at checkout. Bloomingdale’s is proud to have supported the Child Mind Institute for over a decade, and its work in supporting children is important now more than ever.

“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 of 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. We know our customers may not be celebrating in the same ways they have in the past, so Bloomingdale’s is providing the perfect gifts and experiences to inspire customers to give happy to their loved ones, wherever they may be.”

This year, Bloomingdale’s has created the new “Give Happy” holiday shop, where guests can find expertly curated gifts for everyone on their list and at every price point, including cooking and entertaining, at-home relaxation, and activities, fun, and games. The shop will open on on October 25th and in stores in November, where shoppers will discover fun finds.

Bloomingdale’s will also launch its holiday iteration of The Carousel @ Bloomingdale’s, exclusive to Bloomingdale’s 59th Street and, the latest in its rotating pop-up series curated by expert tastemakers. The Holiday Carousel pop-up, with guest curators to be revealed soon, will guide guests through new brands and unique, luxury finds sourced from around the globe, from brands like Mansur Gavriel, Herno, Baccarat, La Mer, and more.

As for its windows this year, Bloomingdale’s will draw inspiration from its holiday campaign to create its “Give Happy” windows on Lexington Avenue, embodying the spirit of positivity and optimism. The window displays will be unveiled on Monday, November 23rd, following the Virtual Holiday Benefit.

Customers who visit the Bloomingdale’s 59th Street flagship and select stores nationwide beginning in November will experience free socially distanced in-store and outdoor activations that bring the holidays to life. Activations include: a Ralph’s coffee cart, “Happy Hour” at the Daikanyama to-go window featuring drink specials and surprise treats with purchase from November 21st through December 12th, custom gift wrap station that feature customer’s faces, and a Barefoot Dreams outdoor palm tree lot that brings a tropical escape to New York.