What: Macy's has opened new shops for brands including Coach, Michael Kors and Tory Burch at its Manhattan flagship, alongside new food concepts, a larger Holiday Square market and a redesigned Santaland.

Why it is important: Macy's is using brand partners, food concepts and ticketed attractions to make its flagship a holiday destination, building on a strategy of newness and experience rather than deep discounting.

Macy's is transforming tens of thousands of square feet of selling space at its Herald Square flagship to reinforce its position as a holiday gift destination. New shops have opened for Aesop, Coach, Kendra Scott, Kurt Geiger, Michael Kors, Tory Burch and Made My Shade by the Beauty Tailor, while Frankie's Brooklyn Pizza, Gong Cha, Museum of Ice Cream and Sunday Morning join the food and beverage offer.

The Holiday Square format returns on October 31 for its third year with an expanded footprint, occupying more than 50,000 square feet of the lower level. Over 35 vendors take part, including local artisans, makers and specialty food businesses such as Eataly, Levain and Pearl River Mart.

The reimagined Santaland simulates a North Star Express journey to the North Pole, with extended time with Santa, expedited entry and gifts; reservations open November 20. New sensory-friendly hours, developed with the Child Mind Institute, offer a lower-stimulation environment.

The holiday campaign, "There's Magic Inside", features actors Melissa Joan Hart and Adam Devine. Macy's also stages its 100th Thanksgiving Day Parade this year and is expanding its Mission Every One charitable initiative supporting Ronald McDonald House, Blue Star Families and Foster Love.

IADS Notes: The new brand shops follow the renovation of the flagship's beauty floor, which reopened with nearly 54,000 sq ft, over 20 new brand shops, and AI diagnostics and AR experiences as part of the "A Bold New Chapter" strategy of reinvesting in top-performing stores (WWD, November 2025). Last holiday season, Herald Square already relied on newness and entertainment, with about 40% of the assortment new and attractions such as a Build-a-Bear Workshop and a Pac-Man arcade, while Macy's prioritised quality and value over deep discounting (WWD, November 2025). Its "100 Days to Christmas" campaign likewise turned stores into festive destinations with pop-ups, food vendors and events, giving shoppers reasons to visit beyond price as discount fatigue set in (Inside Retail, November 2025). Ticketed family attractions are being used elsewhere to secure festive footfall: John Lewis increased Santa's tea party tickets by 28% this year, with 65% sold to loyalty members ahead of general release (Drapers, September 2026).

Macy's Herald Square transforms for the holiday season