Neiman Marcus’ The Christmas Book – The Shop Heard ’round the World

Neiman Marcus brings joy to the world again through their annual The Christmas Book: a tradition that had humble beginnings in 1915 as a mere postcard, inviting everyone to start shopping for the holidays. In 1959, brothers Stanley and Edward Marcus planned what was to be the first ‘fantasy’ gift – “a Black Angus steer, delivered on the hoof or in steaks, complete with a silver-plated serving cart.” The next year the His & Her gift traditions were formed with the offering of a pair of Beechcraft Airplanes.

2009 His & Her Gift – Aircraft and Lessons, pf 52-53

I still remember my father telling me about the His & Her airplanes as he introduced me to The Christmas Book (no, it wasn’t the same year they came out). As with over 2 million households each year, we’d sit down and pour through the pages, eagerly looking forward to finding out how the company would top the previous year’s efforts.

For those privy to conspicuous consumption, Dallas-based Neiman Marcus sourced the most entertaining ways to gift and ensured the giver would WOW. For those that would primarily window shop, they always added gifts under $100 to complement the gifts that could topple $20 million.

This exclusive Bobbi Brown brush set makes the cut, pg 76

The Christmas Book is also responsible for selling out every luxury model of car that is annually featured. The BMW Z3 roadster was the first in 1995, and models have sold out between 2 and 24 hours.

Fast Facts about the 2009 Christmas Book:

• The most expensive item in the Christmas Book is the ICON A5 Sports Aircraft, $250,000
• The least expensive item is a container of NM Chocolate Chip Cookies, $24
• The featured luxury car is the 2010 Jaguar XJL Supercharged Neiman Marcus Edition
• Over 40% of the gifts listed are under $250
• 2009 Featured Charity is First Book® First Book has distributed more than 65 million new books to children in need. For the customer who purchases the Algonquin Round Table Experience fantasy gift, First Book will dedicate 10,000 books in the customer’s name to children in the state of their choice. First Book provides valuable resources to empower teachers and administrators. With access to high-quality books, educational materials and more, educators can better teach, plan curriculum and impart a love of learning.
• Subscriptions to the Neiman Marcus Christmas Book are $15 and can be ordered by calling toll free: 1-800-NEIMANS (634-6267).

• The Christmas Book may also be viewed online

Custom Cupcake Car reaches 7mph, pgs 48-49