David Jones has hinted that its cherished Christmas window displays might make a comeback at its flagship store in Sydney next year.

This year, the iconic department store chose to feature its loyalty program in the windows along Elizabeth Street, foregoing the usual festive decorations.

The retailer reassured customers this week that “the Christmas magic continues in-store” with activities like a Santa experience and a choir performance.

Phil, a father from Hornsby Heights, shared with Nine’s 2GB radio station earlier this week that the decision disrupted a cherished family tradition he had hoped to pass on to his seven-year-old daughter, Lucy.

“This is about community and sharing the joy of Christmas that Sydney families have cherished for decades,” he expressed.

Across social media, many expressed their disapproval of the store’s decision to feature an ad instead of a Christmas display.

“My beloved mother is rolling in her grave,” one commenter said.

“We went into the city last weekend to see the window display as it’s been a yearly tradition of ours. Devastated to see there was nothing,” another said.

One woman said the festive displays meant a lot to her granddaughter and called for the store to “bring back the Christmas windows”.

“It is the delight on their faces of an imaginary world that they remember for generations and take their grandchildren to see the wonder,” she said.

A David Jones spokesperson acknowledged this year’s display had fallen short of expectations and was not what many in the community were hoping for.

“We understand how deeply cherished the Christmas windows are by our customers and the community, and we truly appreciate the feedback we’ve received,” a David Jones spokesperson said.

“We greatly value our customers’ feedback and will take it on board as we plan future celebrations.

“We look forward to delighting our customers next year.”