Fenwick is asking customers to not come and see its traditional Christmas window in person when it launches next month.
The store's dazzling annual display has become a permanent fixture in the Tyneside festive calendar, but it'll get off to a slightly different start in 2021.
Fenwick today confirmed that rather than having an in-person reveal, as they have done in the past, the event will be broadcast online.
A statement posted on social media read: "Keeping the community safe and avoiding overcrowding remains a top priority.
"We have worked with Newcastle City Council to ensure it can keep the reveal as safe as possible.
"This year’s reveal will only be viewable via the Facebook live stream allowing friends, families and their loved ones to experience it from all over the world.
"On the evening of the reveal, we kindly ask you not to travel to Northumberland Street to watch the reveal in person.
"A section of Northumberland Street will be closed to the public, making the window and surrounding area not viewable."
The Facebook livestream of the reveal will be accessible to all online and free to watch.
The virtual reveal takes place on Sunday, November 7 at 7:30 pm.
This year's window theme and any further details are still being kept under wraps by the Fenwick Christmas elves, although lovers of the window now won't have too long to wait.
The 2020 Christmas Window was Wind in the Willows themed and the 2019 window was inspired by Charlie and the Chocolate Factory.
Could this year follow the trend and be based off a British literary classic?