The "A Christmas Story" movie is a favorite of families all over the country and continues to hold up over time. Right after Thanksgiving, it seems that plenty of folks are watching the movie then searching for info on Higbee's. Here's a chart that shows that seasonality. Look at what happens each year near Christmas. There's a HUGE surge of folks looking for Higbee's on the web.
Imagine if you were Dillard's (who owned Higbee's), wouldn't this search behavior make you want to create a seasonal brand around Higbee's? Can't you imagine the Higbee's gear for those die-hard "Christmas Story" fans? After all, there is a museum and more already, so the fan-base appears rabid.