Display window

[1] Usually, the term refers to larger windows in the front façade of the shop.

[2] The first display windows in shops were installed in the late 18th century in London, where levels of conspicuous consumption were growing rapidly.

Although this was condemned by many, he defended his practice in his memoirs, claiming that he "sold from the window more goods...than paid journeymen's wages and the expenses of housekeeping.

A retail worker that arranges displays of goods is known as a window dresser.

As a figure of speech, window dressing means something done to make a better impression, and sometimes implies something dishonest or deceptive.