As the holiday shopping season kicks into gear, Macy’s is leaning heavily into the festive spirit at its iconic Herald Square flagship in New York City. The historic department store is rolling out an extensive array of seasonal activations, immersive experiences, and newly updated retail spaces designed to draw shoppers into the brick-and-mortar environment and capture holiday magic.
The grand-scale holiday preparations form a central pillar of Macy’s broader marketing and retail strategy this year, building on recent momentum across its portfolio. Following positive financial reports and revenue growth, the retailer is pulling out all the stops to make its flagship location a primary destination for holiday traditions, gift-seeking, and family outings in Manhattan.
Central to this year’s holiday push is a brand-new national marketing campaign titled "There’s Magic Inside." The multimedia publicity initiative features curated gift recommendations, detailed shopping guides, and a high-profile series of television commercials starring well-known actors Melissa Joan Hart and Adam Devine. The campaign aims to evoke the nostalgic and emotional resonance of holiday shopping, positioning Macy’s as a central backdrop for seasonal memories.
Sharon Otterman, Macy’s chief marketing officer, emphasized the strategic thinking behind the campaign and the physical activations in a recent statement. "At Macy’s, we believe the most meaningful holiday moments begin with discovery: discovering the perfect gift, discovering a new tradition, or discovering time together with the people who matter most," Otterman said. She noted that this philosophy serves as the guiding spirit behind the "There’s Magic Inside" campaign.
"This season, customers will experience that magic throughout Herald Square, from a fully reimagined Santaland and our iconic holiday windows to Holiday Square, new beauty experiences, exciting brands and festive food destinations," Otterman added.
Immersive Traditions and Inclusive Holiday Experiences
One of the most anticipated elements of the Herald Square holiday lineup is the completely updated Santaland experience. Long considered a quintessential New York City holiday tradition, the new iteration promises an immersive, multi-sensory journey that transports visitors straight to the North Pole.
To manage crowds and enhance the visitor experience, Macy’s has made premium passes available for purchase, while free reservation timeslots are scheduled to open to the general public beginning November 20. In a nod to inclusivity and accessibility, Macy’s has also forged a partnership with the Child Mind Institute. This collaboration will introduce dedicated sensory-friendly hours featuring lower-stimulation environments, ensuring that children with sensory sensitivities can enjoy visits with Santa in a comfortable and accommodating setting.
Complementing the indoor attractions are Macy’s legendary holiday window displays, which have long drawn crowds of locals and tourists alike along Broadway and 34th Street. These intricate, narrative-driven windows remain a cornerstone of the Herald Square visual merchandising strategy, anchoring the festive atmosphere on the exterior of the building.
Expanded Brand Partnerships and Curated Retail Spaces
Inside the massive flagship store, shoppers will encounter a transformed retail landscape featuring a series of new and recently opened shop-in-shops. These curated spaces reflect Macy’s ongoing efforts to diversify its product offerings and partner with high-demand fashion, accessories, and beauty brands.
Among the notable additions are dedicated retail footprints from prominent fashion and accessories names, including Coach, Kendra Scott, Kurt Geiger, Michael Kors, and Tory Burch. These shop-in-shops are designed to offer shoppers a boutique-within-a-store experience, combining the elevated service and aesthetic of standalone brand stores with the convenience of a traditional department store.
In the beauty and personal care category, Macy’s has expanded its offerings with new installations from skincare favorite Aesop and custom lip color brand Made My Shade by the Beauty Tailor. These beauty experiences aim to engage shoppers through interactive consultations and personalized product offerings just in time for the peak gifting season.
To keep shoppers fueled during marathon holiday excursions, the flagship location has also revamped its dining options. Visitors can now choose from newly integrated food and beverage destinations, including Frankie’s Brooklyn Pizza, Gong Cha, and Sunday Morning, offering a variety of quick bites and comfort foods.
Adding a playful, pop-culture element to the seasonal lineup, New York’s renowned Museum of Ice Cream is bringing a special version of its famous Sprinkle Pool to Macy’s Holiday Square. The interactive installation offers visitors a whimsical, Instagrammable photo opportunity alongside exclusive ice cream-themed merchandise.
Strategic Context and Fleet Transformations
The festive push at Herald Square comes at a pivotal operational moment for Macy’s. The retailer has spent much of the year actively downsizing its overall store fleet as part of a multi-year restructuring plan, closing underperforming locations while strategically reinvesting in its remaining footprint.
As part of this ongoing evolution, Macy’s has been revamping approximately half of its 408 remaining stores nationwide. These renovations are a core component of the company’s broader "Bold New Chapter" strategy, which seeks to modernize the customer experience, optimize supply chain operations, and revitalize core urban and suburban properties.
The seasonal campaign and store upgrades also arrive during a period of leadership and creative realignment for the brand. In August, Macy’s tapped Maya Dukes to serve as senior vice president and executive creative director, positioning new creative talent at the helm of the retailer’s visual storytelling and brand presentation as it navigates the competitive holiday retail landscape.