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| McNally Jackson's anti-Amazon window display. | |
Yesterday afternoon, McNally Jackson's anti-Amazon holiday campaign culminated with the "Amazon Apocalypse Holiday Choir" performing in front of McNally Jackson's Nolita flagship store in New York City. The choir sang classic Christmas carols rewritten to showcase the "devastating impact on small businesses and the environment" that Amazon and Jeff Bezos have had.
The holiday campaign began with the bookstore partnering with DCX Growth Accelerator, a creative agency in Brooklyn, N.Y., to create a "fun yet dystopian window display" of "Amazon boxes devouring a holiday village full of stores." McNally Jackson's campaign grew out of the #BoxedOut campaign that the agency created with the American Booksellers Association last year.
"If consumers make 10%-30% of their purchases on Amazon, that can be enough to kill your local business," said McNally Jackson owner Sarah McNally. "Maybe we'll save $3 buying a book on Amazon, but these savings add up and eventually take the revenue from bookstores around the country."