Owning the holidays

MACY's 2008 windows shows how even if the consumer is going to spend less, just get them to come to your store which in return will allow you to get them to spend. I am suprised that more stores do not do this. Although Target is going to own downtown Minneapolis this winter with the Holidazzle Parade. What retailers do you think need to take this type of approach? What should they try to own?