There's Magic Inside Macy’s This Holiday Season

This holiday season, customers will experience magic, discovery and celebration across Macy’s – from curated gifting inspiration and beloved traditions to new experiences at Macy’s Herald Square, including a reimagined Macy’s Santaland, the return of Macy’s Holiday Square, iconic windows and new shops throughout the flagship – giving customers a new reason to visit and explore every floor

This holiday season, Macy's brings There's Magic Inside to life through gifting inspiration, festive experiences and beloved traditions that inspire togetherness, joy and connection for customers. At Macy's Herald Square, a new and fully reimagined Macy’s Santaland experience, the return of Macy's Holiday Square, iconic window displays and new shops throughout the flagship all offer new ways to create lasting memories at New York City's preeminent holiday destination.

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There's Magic Inside Macy’s This Holiday Season

“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,” said Sharon Otterman, Macy's chief marketing officer. “That's the spirit behind There's Magic Inside. 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. Everywhere you turn, there's a new reason to explore, connect and celebrate, making Herald Square New York City's holiday destination.”

The Holiday Gifting Destination

This holiday season, Macy’s introduces There’s Magic Inside, a campaign that combines expert gift recommendations and shopping guides with seasonal events in stores and online. Highlights include a fully reimagined Santaland experience and holiday window displays that celebrate traditions shared by generations of families.

Just in time for the holidays, Melissa Joan Hart stars as Macy’s Gift Guide alongside Adam Devine as a customer searching for the perfect gifts for everyone on his list. Together, they bring the holiday gifting journey to life through curated recommendations, seasonal inspiration and guidance across Macy’s assortment – showcasing Macy’s as a destination for finding meaningful gifts. To learn more about Macy's holiday gifting and in-store Gift Guides at Herald Square and select Macy’s locations nationwide, visit here.

A New Journey to Meet Santa

This November, Macy’s will welcome a fully reimagined Santaland at Herald Square, inviting guests of all ages to board the North Star Express for an immersive, multi-sensory journey to the North Pole. Along the way, guests will explore festive scenes – including the Reindeer Barn, Conservatory and more – filled with magical storytelling and unexpected discoveries that inspire new holiday traditions and culminate in a timeless visit with the one-and-only Santa Claus.

Customers can now purchase a new premium experience for up to eight guests, including first-choice scheduling, expedited entry, extended time with Santa, a special holiday story, gifts from Santa and a complimentary photo package.

Free reservations will become available beginning Friday, November 20, and will be released seven days before each visit date on a rolling basis.

Macy's will also introduce sensory-friendly hours, developed with the Child Mind Institute, offering dedicated times with a lower-stimulation environment so more guests can experience the magic, wonder and joy of this beloved holiday tradition.

Official 2026 partners Balsam Hill, Effy, Geico and Kinder will add festive decor, activations and more to the Herald Square experience. For additional details on Macy's Herald Square's new Santaland experience, including sensory-friendly hours and booking details, please visit here.

Holiday at Macy’s Herald Square

New Shops to Discover

Throughout the season, Macy’s Herald Square will give customers even more reasons to explore the flagship, with new and recently opened shops from Aesop, Coach, Kendra Scott, Kurt Geiger, Michael Kors, Tory Burch and Made My Shade by the Beauty Tailor, offering custom lip gloss and lipstick. Customers can also discover exciting new food destinations, including Frankie’s Brooklyn Pizza, Gong Cha and Sunday Morning, adding fresh flavors and more ways to make a day at Macy’s part of holiday plans.

Macy’s Holiday Square

Macy's Holiday Square returns on October 31 for its third year with an expanded footprint, transforming more than 50,000 square feet of Herald Square’s lower level into a festive shopping destination. Featuring more than 35 vendors, including local artisans, makers, specialty food vendors and iconic New York City staples such as Eataly, Levain and Pearl River Mart, Holiday Square offers customers a unique opportunity to shop, discover and celebrate the season all in one place.

This year’s expanded experience brings even more opportunities to create, customize and celebrate, from wreath-making and floral workshops to gift wrapping, permanent jewelry, journal embossing, vintage Macy’s Thanksgiving Day Parade^® apparel and more. Visitors can also discover specialty food experiences, including Eataly’s famous tiramisù, making Holiday Square a destination for both gift-giving and festive outings.

Adding to the festivities, Museum of Ice Cream brings its Sprinkle Pool to Macy’s Herald Square, inviting guests to step into a playful holiday experience filled with oversized sprinkles, photo moments and exclusive ice cream-inspired merchandise. Designed to spark wonder and delight for guests of all ages, the experience adds a sweet new layer to Macy’s Holiday Square.

Macy's Holiday Square will be open daily during regular store hours throughout the holiday season.

Iconic Macy’s Herald Square Windows

This season, Macy's Herald Square holiday windows will tell the story of the Blue Hippopotamus, one of the earliest characters to soar in Macy's Thanksgiving Day Parade. After flying away and disappearing at the end of the 1931 Macy’s Parade, Blue Hippo embarks on whimsical adventures celebrating wonder, connection and joyful discovery before making a triumphant return to Herald Square for the holidays and the 100^th Parade.

Debuting on November 19, the iconic holiday destination will feature immersive storytelling, vibrant displays and unexpected moments, inviting customers to follow Blue Hippo's journey. The display will be available until Monday, January 4. For more details and information, visit Macy's holiday celebrations and nationwide experiences.

Sparking Togetherness During the Holidays through Macy’s Mission Every One

This holiday season, Macy’s is creating more opportunities for people who need it most to experience the magic of being together. Through its social contract, Mission Every One, Macy’s is helping create moments to connect, celebrate and share by partnering with Ronald McDonald House, Blue Star Families and Foster Love. Customers can join the effort by adding a ribbon to the Macy’s Togetherness Chain in stores nationwide starting December 1 to share what makes the holidays magical and demonstrate how we’re all connected.

About Macy’s

Macy’s, the largest retail brand of Macy’s, Inc. (NYSE: M), helps customers celebrate – from everyday moments to life’s biggest occasions – with a curated assortment across apparel, home, beauty, accessories and more. Each year, Macy’s brings the nation together through two of its most beloved traditions: Macy’s Thanksgiving Day Parade and Macy’s 4th of July Fireworks, entertaining millions. Celebrate big and small moments in stores nationwide, at macys.com, or on the Macy’s app. For more information on Macy’s, Inc., visit www.macysinc.com.

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