It’s December and the Christmas shopping season has been in full swing on Oxford Street for weeks. Despite the increased popularity of online shopping, the crowds still throng to the busiest shopping street in Europe. Oxford Street has welcomed shoppers for centuries. For much of the street’s history, window displays have been used to showcase shop wares and to draw shoppers in. Oxford Street was one of the first to have oil lamps lighting up the street in late 18th century, inviting shoppers to browse the glittering shop window displays late into the evening. When the first department stores opened their doors on the street from the mid-19th to the early 20th centuries, they offered shoppers lavish displays and a wide selection of goods. This provided the increasing numbers of middle-class consumers with the convenience of comparing their options under one roof. Simultaneously, department store owners and visual merchandisers encouraged them to spend more by displaying items that demonstrated a more luxurious lifestyle, to which they wanted their customers to aspire.