- Bloomingdale's announced its "Give Happy" holiday campaign, which will include a Virtual Holiday Benefit and other digital elements, according to a press release. The event also promises innovative animation effects for an immersive experience.
- The virtual benefit, which takes place on Nov. 23, features performances from singer-songwriter Andra Day, American Ballet Theater dancer Misty Copeland and other special guests. Donations raised will support the Child Mind Institute, a nonprofit that aids children and families with mental health and learning disorders.
- This year, customers can also access Bloomingdale's On Screen, the retailer's online events hub where it will host multiple activations during the holiday season. These virtual events provide access to high-end designers, cooking classes, fashion presentations and other content, the company said.
Given that the COVID-19 pandemic has reshaped how consumers are shopping and celebrating during the holiday season, Bloomingdale's had to rethink how it connects customers with gifts and experiences, Tony Spring, CEO of Bloomingdale's, said in a statement.
This year, the retailer has had to shift its approach to holiday events and services, from gift curation to how customers shop in-store, Spring said. The news points to how brick-and-mortar retailers like Bloomingdale's, which has traditionally put on extravagant in-store holiday programs known for attracting large numbers of locals as well as out-of-towners, are adjusting as consumers continue to stay close to home.
Bloomingdale's stands alongside other brands like HBO, Hormel and Mars Wrigley that have introduced virtual events to connect with consumers from afar. Research suggests marketers foresee these kinds of events sticking around for the long term.
The retailer also noted that it has been donating to the Child Mind Institute for 11 years, an effort that it said is especially critical during this health crisis. From Nov. 1 until Dec. 31., customers can make online donations at checkout on the retailer's website or round up to the nearest dollar when they shop in-store, per the company statement. Other brands, including Frito-Lay’s and Don Julio, have directed charitable giving towards people and small businesses affected by COVID-19.