‘Shocked to the core’: Sydney residents outraged as beloved David Jones Christmas display axed, replaced with program mascot

David Jones’ iconic Christmas display has been axed, sparking outrage after the beloved spectacle was replaced with a loyalty program mascot.

Sydney residents have lashed out at the decision upon noticing the Christmas window display – which has run for decades – now features a display of the brand’s loyalty program mascot Domino the Dalmatian.

Hornsby Heights father Phil told the radio station 2GB Sydney that he could not take his seven-year-old daughter to see the now-abandoned tradition.

“My mother used to tell me about my grandfather taking her down when she was a little girl, so this is something that’s been going on for so long,” he told the station.

”I was going back through the archives, I found a photo from 1952 of kids gathering around there.”

“This is about community and sharing the joy of Christmas time that Sydney families have enjoyed for decades,” he said.

When Phil asked David Jones staff where the decorations were, he was given the bad news – David Jones are no longer putting on a Christmas display.

”That’s a small sentence – but for me it carries a big loss,” he said.

Sydney local Denise was also furious.

“We are losing our Australia … us Aussies have to get off our butts and do something about it, instead of letting everybody walk all over us,” she told 2GB.

“I was just shocked to the core,” she said.

Domino the Dalmatian also received backlash from Sydney residents.

2GB listener Sue was very “disappointed” in the ordeal.

“And what a load of crap with the dalmatians. Excuse my French,” she said.

In a statement to NewsWire, David Jones said: “We understand how deeply sentimental the Christmas windows are for many families and truly appreciate the feedback. This year, we’re celebrating A Very Rewarding Christmas – a season all about the joy of giving, cherishing moments with loved ones, and enjoying the benefits of our new loyalty program.”

“To reflect this theme, the Elizabeth Street windows feature Domino the dalmatian, our symbol of loyalty, brought to life through animation in our campaign,” a spokesperson said.

“While the windows look different, the Christmas magic continues in-store with the Santa Experience, the Christmas Shop, the David Jones Choir, and our Christmas Shopping Festival on December 11.”

“We greatly value our customers’ feedback and will carefully consider it as we plan future Christmas experiences.”