Christmas traditions in doubt in face of David Jones collapse

For many Australians, David Jones is synonymous with Christmas. As the 188-year-old retailer enters administration, Sydney shoppers are confronting the potential loss of traditions that have defined their festive season across generations.

Visiting the David Jones Christmas windows is a long-standing ritual for Eunice Betts and her family. She was taken there as a child, and now brings her children to admire the displays.

The windows were axed in 2025 and replaced with store advertisements, only to be reinstated this year following widespread community backlash. The 2026 theme is Winnie the Pooh: A Tree for Christmas, celebrating 100 years of the cartoon bear.

This year’s visit is bittersweet for Betts, who is accompanied by her partner and their two young children.

“It’s a real shame. There are so many families that come to see the displays and buy their decorations here,” Betts said.

Betts said she was hoping to buy kids’ Christmas presents in-store but said she was disappointed by the range on offer.

“We tried to shop but there wasn’t much to buy – usually around Christmas they have a lot more toys,” she said. “It’s a bit depressing.”

About half the floor in the children’s section was dedicated to kids’ clothing, including toddler dresses retailing for more than $1300. Not being able to return items was a big deterrent, Betts said, especially for gifts.

It was unclear whether her assessment of a reduced range was a sign that the store was in trouble. It’s not known how many stores are slated for closure, though the flagship CBD stores in Sydney and Melbourne have the best prospects of surviving.

Santa Michael has been posing for photos at David Jones for four years running. He doesn’t know if this year will be his last, though he expects to finish out the season.

“It’s hard to say what will happen,” he said. “We’re working on this Christmas.”

The news of the collapse caused a surge in bookings, with photos booked out for Saturday morning and staff scrambling to manage the sudden rush. But the Herald managed to nab a spot and get a photo while it was still possible.

The potential closure was “terrible news”, Santa Michael said.

“It’s part of the magic of Christmas, and it’s a memento for people to have for the rest of their lives,” he told the Herald, patting the seat next to him and pulling peace signs for the camera.

“It’s part of the Sydney experience.”

One woman, whose infant was red in the face and screaming in her photo, said it was upsetting some families would miss out on the iconic photo.

“Everyone needs the photo crying on Santa’s lap,” she said. “It’s tradition.”

Following the announcement on Thursday that it would go into administration, David Jones suspended gift-card sales and advised customers that new purchases are eligible only for exchange within 14 days, not refunds.

The Elizabeth Street flagship store was bustling on Saturday morning. While some shoppers were there to cash in their gift cards, many were there to say goodbye.

A small audience gathered around pianist Michael Hope, dressed in his famous red bow-tie, to request songs. Women passed around a perfume sample to smell while they waited for the lifts. There was a smattering of people drinking champagne at the lower-ground oyster bar.

While Black Friday sales have started, there weren’t any clearance sales, as some shoppers were hoping for. While shelves were well stocked, some shoppers said there was less range than usual. The homeware section was heaving, though some shoppers were put off by the no-refund policy, saying they wouldn’t purchase gifts they couldn’t return.

Con Hart and Susan Boyle, who live in Kangaroo Valley, always visit David Jones on their trips to Sydney. The pair used to be regulars at the store, enjoying the curated shopping experience and looking at the displays.

On Saturday they had a booking at the Oyster Bar for a “spur-of-the-moment treat” – which may be their last there. “It’s incredibly sad,” Hart said.

Lynette Crowley and her mum, Sue, were surprised at how busy the store was. Crowley, 55, said she used to shop at the store for every major celebration and would come to visit displays such as the spring florals.

“It used to be a store that sparkled. There were the ladies in black, the doormen, hot towels in the bathroom, silver platters in the cafeteria – it was about the experience, so you’d be willing to pay more for it,” she said.

Sue remembers coming in with friends to buy a dress sewing pattern and fabric, then going out for lunch. “It was a day out,” she said.

Crowley believes the franchise model, with staff employed by brands instead of by the store, ruined the business. “There used to be a unique selection but now there’s just all these different brands competing,” she said. “It’s alienating.”

The pair said they didn’t intend to purchase anything and were deterred by the lack of refunds. “We just came to say goodbye,” Crowley said.

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