In a move that has raised eyebrows, luxury retailer Neiman Marcus has quietly dropped the word “Christmas” from its iconic annual catalog, rebranding it as the “Holiday Book” after nearly 100 years of tradition. The catalog first launched in 1926 as the “Christmas Book,” has long been a staple for the wealthy and dreamers alike, offering a variety of extravagant items, including its famous “Fantasy Gifts.”

The “Fantasy Gift” section, introduced in 1959, has showcased some of the most jaw-dropping and expensive offerings imaginable. For 2024, these luxury gifts include an 18th-century royal Spanish carriage priced at $1.9 million and a Namibian safari adventure costing over $777k. These once-in-a-lifetime experiences have long captured the imagination of consumers who may never purchase from the catalog but find inspiration in its luxury.

Despite the excitement surrounding the “Fantasy Gifts,” the rebranding from the “Christmas Book” to the “Holiday Book” has caused a stir within the company and among its loyal customers. According to sources cited by The New York Post, the decision is linked to leadership changes under new CEO Geoffroy van Raemdonck, who has overseen various internal restructurings, including layoffs.

This shift comes as the Dallas-based retailer, founded in 1907, faces an uncertain future. In 2025, Hudson’s Bay Company (HBC), the parent company of Saks Fifth Avenue, will acquire the company. The rebranding has fueled speculation that this year’s catalog may be part of a last-ditch effort to modernize the brand before the acquisition is finalized.

Critics, including some Neiman Marcus employees, have voiced their frustration. One anonymous employee told The New York Post, “If Geoffroy and his team put as much time into running the business as they did on expressing viewpoints about DEI [Diversity, Equity, and Inclusion], we would be buying Saks or launching an IPO. Instead, my job is at risk because of our business failure.”

While the catalog cover no longer references “Christmas” or even the term “Holiday Book,” it has been rebranded simply as “A Neiman’s Fantasy.” This subtle change has left some wondering whether it signals a broader cultural shift in the company’s branding or an effort to appeal to a more diverse audience.

As Christians reflect on the cultural significance of Christmas, this decision serves as another reminder of the ongoing tension between secularization and tradition during the holiday season. The absence of “Christmas” in a catalog so closely associated with holiday luxury leaves some consumers feeling disconnected from the true reason for the season.