In 1874, R.H. Macy's department store in New York City became the first retailer to introduce illuminated window displays using gas lighting. This innovative marketing strategy transformed the concept of 'window shopping' and attracted customers during the holiday season. Macy's pioneering approach to visual merchandising set a standard for retail practices and contributed to the growth of consumer culture in the late 19th century.

Macy's introduction of window displays created a new architectural symbol of modern alienation, inspiring American Realist poets. They contrasted the allure of luxurious displays with the stark realities of urban poverty, exploring themes of aspiration and disillusionment.