Macy’s is making its flagship Herald Square store in New York City the anchor of a holiday promotional push that will incorporate festive experiences, gifting inspiration and a focus on seasonal traditions such as hosting and home-cooked meals.
For holidays 2026, Macy’s is introducing “There’s Magic Inside,” a marketing campaign that combines expert gift recommendations and shopping guides with seasonal events in stores and online, the company announced. To emphasize its role in helping consumers celebrate the holidays, entertainers Adama Devine and Melissa Joan Hart will help personify the holiday. Hart will act as Macy’s Gift Guide with support from Devine, who plays a customer searching for perfect presents.
Already Macy’s has launched a holiday hosting presentation online with designations including Prep the Kitchen, Plan the Desserts, Set the Table, Add Festive Touches and Get the Guest Room Ready. Of the product assortments associated with the titles, Prep the Kitchen is featuring items such as a Staub Enameled Cast Iron 3.5-quart Pumpkin Dutch Oven for $229.99, down from $370; a Spode Woodland Turkey Handled Lasagna Dish for $144, down from $320; and a set of four Certified International Vintage Prep Bowls for $25.80, down from $43.
Then, as part of a designated Top Gifts presentation, Macy’s is offering a Ninja, Crispi Pro 6-in-1 Air Fryer for $269.99, down from $299.99; a MacKenzie-Childs Sky Check 3-quart tea kettle for $219.95; a KitchenAid Artisan Series 5-quart Tilt-Head Stand Mixer for $499.99; and a Pursonic 3-Speed Cordless & Rechargeable Professional Massage Gun as a limited-time special for $27.99, down from $39.99.
At the Herald Square store, a revamped Macy’s Santaland showcase, the return of Macy’s Holiday Square, iconic window displays and new shops throughout the flagship will suggest fresh ways for consumers to create memories at the storied holiday destination, the company stated.
In November, Macy’s Santaland will begin inviting shoppers of all ages to board the North Star Express for an immersive, multi-sensory journey to the North Pole. Along the way, visitors will explore festive scenes, including the Reindeer Barn, where they can enjoy storytelling, unexpected discoveries and a visit with Macy’s Santa Claus. Free reservations become available beginning Friday, November 20. Consumers also can purchase a new premium experience for up to eight people, including first-choice scheduling, expedited entry, extended time with Santa, a special holiday story, gifts from the jolly elf and a photo package. In addition, Macy’s will introduce sensory-friendly hours, developed with the Child Mind Institute so visitors who might not be able to enjoy the festivities otherwise will have dedicated times to do so.
Macy’s Holiday Square returns for its third year on October 31 with an expanded footprint, transforming more than 50,000 square feet in the New York flagship’s lower level into a festive shopping destination. The space will feature 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.
For 2026, Macy’s Herald Square holiday windows will tell the story of the Blue Hippopotamus, one of the earliest characters to appear in Macy’s Thanksgiving Day Parade. The windows will include whimsical Blue Hippo adventures had since, celebrating wonder, connection and discovery before making a triumphant return to Herald Square as part of the 100th Macy’s Thanksgiving Parade, the company noted.
“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.”
