In a quiet but telling move, Neiman Marcus has dropped the word “Christmas” from its iconic annual gift catalogue, rebranding the nearly century-old “Christmas Book” as the “Holiday.” For employees and shoppers alike, the change signals more than just a name swap — it feels like a shift in the identity of the beloved luxury retailer. And while the company claims inclusivity is the reason for the update, insiders suggest it may be more about optics than strategy, leaving employees worried about the store’s future.
The “Christmas Book” has been a staple of Neiman Marcus’ brand since 1926, presenting opulent gifts that range from the extravagant (like a luxury car) to the whimsical (exotic trips and fantasy experiences). For many loyal customers, the catalogue was about more than shopping — it was about marking the start of the Christmas season with a touch of fantasy. As recently as 2021, Neiman Marcus proudly touted the “Christmas Book” as central to the brand’s legacy. Back then, chief marketing officer Daz McColl told “Forbes” that the catalogue wasn’t just about holiday sales; it was a tradition meant to celebrate belonging and inclusion without compromising the Christmas spirit.
But now, it seems that “inclusion” means moving away from Christmas entirely. This year’s rebranded catalogue, titled “A Neiman’s Fantasy,” offers little to remind shoppers of the holiday season. Gone are the festive reds and greens, the Santas and sleighs. Instead, the cover features a woman peeking through a golden keyhole against a blue background, evoking a surreal, dream-like mood. Even the name change was done without much fanfare, with no formal announcement in the catalogue or on the front cover.
Neiman Marcus claims the change is meant to reflect a more inclusive message, welcoming customers from all religious and cultural backgrounds. A spokesperson told *The Dallas Morning News* that this shift aims to ensure that “everyone feels invited to celebrate the season.” But for many long-time employees at the Dallas headquarters, the rebranding feels like a betrayal. “The book didn’t need a name change,” one employee vented to the “New York Post.” “This was personal — it’s about expressing opinions, not about the business.”
Some employees believe the shift comes from the top, with CEO Geoffroy van Raemdonck, who has been steering the brand through choppy waters. The timing is noteworthy: last year, van Raemdonck announced layoffs of 5% of the company’s workforce, even as the executive team collected record bonuses. Now, with the company inching closer to a $2.65 billion merger with Saks Fifth Avenue’s parent company HBC, some workers speculate that this rebranding could be the CEO’s “last hurrah” before the transition is finalized. “If Geoffroy put as much effort into running the business as he does into promoting DEI [Diversity, Equity, and Inclusion], we’d be acquiring Saks instead of merging with them,” another employee remarked bitterly.
The quiet rollout of the new “Holiday Book” has left many employees feeling blindsided. They found out about the change the same way the public did — through media reports. The subtle messaging shift, some fear, could be a sign of deeper issues within the company. With an uncertain merger on the horizon, workers worry that the leadership team may be more focused on optics than operations, potentially jeopardizing the company’s legacy and even their own jobs.
For a brand built on history, luxury, and Christmas magic, Neiman Marcus’ decision to drop the word “Christmas” seems to strike a particularly discordant note. The catalogue wasn’t just about selling products; it was a piece of nostalgia wrapped in holiday spirit. Stripping away the Christmas imagery feels, to many employees, like yet another example of “woke” culture overriding tradition, leaving loyal workers and customers wondering what Neiman Marcus stands for anymore.
We all know department stores are struggling, so maybe we need a new rule. If you want to celebrate no longer celebrate Christmas, we would do Christmas shopping in other places.
