Luxury shopping districts prepare for a special Christmas season.

World-renowned shopping destinations from Paris and New York to Tokyo are preparing for an unprecedented holiday season amid a resurgence of the Covid-19 pandemic in many parts of the world.

The pandemic has caused retailers to lose a significant source of revenue from tourists – who typically spend lavishly during this time of year. Nevertheless, luxury stores in the world's most famous high-end shopping districts are doing everything they can to salvage sales for the upcoming holiday season.

BOND STREET, LONDON, ENGLAND

"2020 was definitely the worst year" for the world's most famous luxury shopping destinations, according to Katie Thomas, deputy director at New West End – the organization behind 600 retailers, restaurants and hotels in London's Bond Street and Mayfair areas.

Bond Street has been severely impacted recently due to its reliance on foreign tourists and its lack of a large concentration of office workers. Foot traffic to shops there has halved since the UK reimposed travel restrictions due to a resurgence of the pandemic earlier this month.

"This was truly a terrible tornado," Thomas remarked.

Nevertheless, stores from Cartier to Chanel couldn't wait to reopen to prepare for the holiday season. They've already started lighting up their Christmas lights earlier than usual. Stores here say that when they are allowed to reopen on December 3rd, they will host a live band and may even serve hot chocolate to customers if they have to queue to shop.

CHAMPS-Élysées, PARIS, FRANCE

The resurgence of the pandemic has forced France to implement a second lockdown, in which shops must close from October 30th.

"If we are not allowed to reopen by December 1st, the situation will be extremely serious," said Edouard Lefebvre, general director of the Champs-Élysées Commission, which represents more than 100 shops on the Champs-Élysées avenue. However, the organization plans to begin lighting up the Christmas lights from November 22nd.

For several years now, shops on the Champs-Élysées have been severely affected by a series of terrorist attacks, riots following football matches, or Yellow Vest protests. Two consecutive lockdowns due to the Covid-19 pandemic dealt another heavy blow to these businesses.

Ginza, Tokyo, Japan

Ginza, the most famous shopping district in Japan's capital, is usually brightly lit at this time of year, when luxury stores begin to illuminate and decorate extensively in preparation for the Christmas and New Year holidays. However, this year, many shops and buildings here remain in darkness. The Japanese government's restrictions on foreign visitors have caused a sharp decline in Ginza's visitor numbers.

To address the situation, the Ginza Street Association plans to hold a handwashing event at Ginza's main intersection in December. Passersby will receive a handkerchief and discount vouchers for shopping at nearby stores. The association will also add extra lighting along the streets to attract visitors for recreation and shopping.

CAUSEWAY BAY, HONG KONG

In the retail sector, Hong Kong shop owners have been hit harder than anyone else. The desolate scene along the main street in Causeway Bay – home to some of the world's most expensive retail rents – illustrates the devastating impact of anti-government protests and Covid-19 restrictions on shops over the past nearly 20 months. Brands like Tissot, Prada, and Victoria's Secret are now all quietly closed.

Hope was rekindled as tourists began returning, albeit in limited numbers. To stimulate tourism, Hong Kong had agreed with Singapore to establish a "travel bubble"—a safe travel corridor allowing travelers to enter without quarantine. However, due to a sharp increase in Covid-19 cases in Hong Kong, the two sides decided to postpone the start of the "travel bubble" by two weeks.

"It seems the worst is over now that the pandemic and the political situation are under control," commented Amrita Banta, managing director at Singapore-based consulting firm Agility Research, before the travel bubble between the two Asian financial hubs was suspended. "The city is ready to reopen."

FIFTH AVENUE, NEW YORK, USA

Fifth Avenue remains home to two of the world's most luxurious department stores: Saks Fifth Avenue and Bergdorf Goodman. However, the number of stores there has been declining in recent years, beginning with the closure of the century-old Henri Bendel and Barneys New York stores not far away. Several prime locations, including the former Ralph Lauren store, are now still without tenants.

However, stores on Fifth Avenue are quietly preparing for the holiday season, with few visitors due to the continued rise in Covid-19 cases in New York. As in previous years, Saks, Bergdorf, and luxury boutiques like Dolce & Gabbana and Louis Vuitton are decorating their windows with Christmas themes. According to Jerome Barth, president of the Fifth Avenue Association, a group of local businesses is installing oversized toy artwork, such as teddy bears, balloons, and wooden spinning tops.

These preparations followed a tumultuous summer in which stores on Fifth Avenue were vandalized during protests following the death of George Floyd. Subsequently, numerous stores in the area proactively boarded up their premises to protect against protests after the November 3rd presidential election.

Now, most shops have begun to reopen, hoping for a brighter future after nearly a year of turmoil.

Huong Thao